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Cuervo Tradicional
Tradicional Calavera (Xolo)
Experience
Mexico City
September 2023
Digital, Experiential, PR
Context
Journey to Mictlán
Launch of the JCT Tradicional Calavera 2023 (Xolo) special edition. This event featured an interpretation of the nine levels of Mictlán through various activities, allowing guests to experience and learn about this tradition. The entire atmosphere and experience were based on the concept of the Day of the Dead, Mictlán, and the xoloitzcuintle.
- A collaborative offering in which guests participated by lighting a candle provided upon entering the event.
- The nine-course dinner was inspired by the flavors of Mictlán and was masterfully created by chef Daniel Ovadía.
- The musical atmosphere of the evening was provided by a saxophonist.
- The hosts were dressed as xoloitzcuintles, and dogs of this breed were also present.
- The cocktails were prepared with seasonal ingredients.
Objective
Challenge
To immerse guests in a unique experience based on the concept of Mictlán and the xoloitzcuintle, through a carefully designed atmosphere, decoration, and gastronomic selection intended to surround participants with the mysticism and ambiance of Mictlán.
The Idea
A unique and immersive theatrical experience where only Cuervo Tradicional consumers could discover how, in life and in the celebration of death, everything is better among friends. The idea was to take attendees on a culinary journey through each level of Mictlán—the underworld of Mexica mythology—where each level was represented by a dish created by renowned chef Daniel Ovadía. This celebration took place at the Templo Mayor, located in the Historic Center of Mexico City, the perfect setting to create an otherworldly experience.
