Tecate –– Hero Video, Campaign Concept

Background: Canelo vs. Chavez – The first ever all-Mexico title fight needed an experience that matched the hype.
The ask:
Create a digitally-driven campaign that taps into the spirit of the event and gives proud Latinos a new moniker to rally around.


With talk of a 20% tax on Mexican imports coming to America, we wanted to find a way for Good Hombres to get their 20% back –– via extra beer, donations, and of course, customizable memes.