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Cerveza Victoria "El Legado Vive"
Category
Artificial Intelligence - Creative Use Of AI
Description
Winner Status: SilverClient/BrandConstellation Brands
Agency;UpshotHeadline:
During campaign timeframe, October 2024 was Victoria's Top Performing month of the year. +12% sales Velocity, +113.7% increase in sales at 7-Eleven, and +5% in Account sell-in (from year prior).
Campaign Summary:
For Día de los Muertos 2024, Victoria honored legendary Mexican artist José Guadalupe Posada by reviving his iconic calavera artwork using AI. In collaboration with The Posada Art Foundation, a custom AI-engine created the first new designs in over a century, featured on limited-edition packaging & POS, blending tradition with innovation.
Client Credits:
Maddy Zingle, Senior Director, Brand Marketing - Constellation Brands
Jennifer Applegate, Sr. Manager, Brand Activations Retail Connections - Constellation Brands
Donald Dunn, Creative Director - Upshot
Eric Baskauskas, Group Creative Director - Upshot
Felix Rodriguez, Copywriter - Upshot
Colleen Purtell, Production Director - Upshot
Racheal Schneider, Group Account Director - Upshot
Chris Emery, SVP, Agency Client Services - Upshot
Additional Contributors:
The Posada Art Foundation
Winner Status
- Silver