THE MODELO ONE IN 6PACK
This social activation used the Modelo 6-pack to highlight the 2024 statistic that 1 in 6 people in the US are Hispanic.
In partnership with Mexican-American artist Sentrock we created a Limited edition Modelo 6-pack, where 1 of the 6 bottles was illustrated with a history of contributions of Hispanic Americans. Over Hispanic Heritage Month we auctioned the 6-pack on Ebay, driving bids with a powerful trifecta of paid and organic posts from Modelo, Sentrock, and UnidosUS. 100% of the proceeds went to Unidos he largest Hispanic rights organisation in the US.
Role: Creative Director - Grey, New York
Leveraging Modelo’s existing street aesthetic we drew inspiration from the style and energy of sneaker drop culture to create a social video rollout that drove excitement and desirability.
Artist: Sentrock
Animation Studio: DreamBear