REMEZCLA | DOS EQUIS + MEXICO IS THE SHIT | 5 DE MAYO EVENT

For this project Remezcla led strategy and creative direction. We were in charge of developing the art direction and graphic design. The challenge was to create something that didn’t feel cliche or stereotypical, given that this holiday has become extremely marketed in the US and it has lost it’s meaning.

For Mexicans and Mexican-Americans, the holiday is a sign of unity, resilience and pride as the Mexican army battled and defeated the French, one of the strongest armies in the world. This battle is known as the Battle of Puebla. Dos Equis® and MITS would host a celebration for those who continue to bring the true meaning and win battles for the culture.

For the art direction we wanted to visualize this duality by merging elements of both cultures, taking inspiration from items that have been created to portray this fusion of cultures.