Heineken Indio Beer: 120 years celebrating diversity in Mexico
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INDIO
The Mexican beer Indio has been the beer of the youths since 1893. So to celebrate its 120th anniversary they launched a contest in search of 120 labels for its bottle, each one representing one of the many subcultures in Mexico that drunk Indio through these years. More than a packaging, the chosen labels became art in many different media around Mexico. And the Mexicans themselves became coolhunters to all symbols of the Mexican diversity, being able to upload photos they think represent urban tribes to Indio’s webpage and win prizes.
The campaign was a huge success in Mexico. Getting, for example, more than 3,000,000 views on the released short documentaries about the different urban tribes in Mexico.
Advertising Agency:Doubleyou, Mexico City, Mexico
General Creative Director:Luis Gaitán
General Manager:Miguel Daura
Copywriter:Jaume Gubianes, Mariano Alanís
Art Director:Rodolfo Gerrero
Designer:Adriana González, Sergio Monterrubio
Account Executive:Ana Oseguera
Project Manager:Raúl Cruz, Daniel del Amor, Jose Luis Garcia
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