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Mezcal Creyente
Creyente Portal
Experience
Mexico City
2019
PR
Context
Welcome, step through the portal
The agave fields where Creyente is born are inhabited by chimeras—mythological beings whose magic makes this mezcal unique. For a brief moment in time, we participated in a ritual where only believers could experience that magic.
Objective
To introduce Creyente to those seeking new experiences—trend explorers who step outside the ordinary. We needed to start generating buzz and ensure the secret of this mezcal was shared by word of mouth.
Challenge
To create a memorable experience related to the origin and history of Creyente, setting us apart from the hundreds of brands with similar narratives in the world of mezcal.
The Idea
We drew inspiration from the two varieties of Creyente—Espadín and Tobalá—the mythology of the chimeras surrounding the brand, the agave fields, the blends, and, above all, the magnificent state of Oaxaca. We created a story in which two mythological creatures would embark on a journey toward their origin. The story came to life in an immersive play, and the portal materialized into an experience that only true believers could enter.
A ritual that only believers were able to experience.
