The challenge: Our goal was to bring the spirit of Día de los Muertos to life in a bold and engaging way for Jose Cuervo, creating an afterparty experience that would resonate with the brand’s target audience. We wanted to authentically celebrate this culturally significant holiday while offering an unforgettable experience that would elevate Jose Cuervo’s presence and connect with consumers on a deeper level.

What we did: This year, Jose Cuervo leaned into one of Mexico’s most beloved Day of the Dead traditions: the calaverita. A calaverita is a satirical, often humorous poem that toasts friends and loved ones, playfully acknowledging life and mortality. For Day of the Dead 2024, Jose Cuervo embraced AI to create a unique digital tool – the calaverita creator – to invite fans around the world to join in this lively, meaningful tradition. The calaverita creator offered participants a fun and interactive way to design their own digital calaveritas, blending vibrant colours, patterns, and designs to reflect their personal style. At its heart, the activation encouraged participants to create these vibrant tributes not just for themselves, but for their family members and loved ones. Each calaverita became a personalised gesture of connection, celebrating the spirit of the Day of the Dead.

Making it extraordinary: To make the experience even more meaningful, participants could easily share their creations with those they cherished, bringing the celebration to life in a way that felt both personal and heartfelt.

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