SPIRITED MEXICO
Experiential / Art Direction / DesignCampari America celebrates the rich culture of Mexico through the flavors of Espolòn Tequila, Montelobos Mezcal and Ancho Reyes Chile Liqueur. They call it Spirited Mexico! The goal of this event was to build affinity among trade influencers, drive awareness to Campari’s Mexican Spirit portfolio and highlight the versatility of these three brands.
For this program I assisted with art direction, conception of user flow and experience, and brand engagement. I designed all print and digital assets from online recruitment to educational signage, working with a talented team of creative directors and producers to bring the spirit of Mexico to the people usually behind the bar but with us, always top of mind.
Lasting Legacy
To tie the event together I came up with the idea of a passport book to guide our guests through the event and the many activities and tastings available. I developed and designed the book with an overview of the experience, a map of the space, education on each brand, and blank pages to get a stamp for each cocktail consumed. So even if guests got a little bit tipsy they had a branded keepsake to jog their memory.
It was such a success that passport books have since become a staple of Campari America events! Because who doesn’t love to get more stamps in their passport?
Guests journeyed through themed rooms contextualizing each brand within their respective region in Mexico. Educational touch-points, opportunities for consumer/brand interaction and of course sampling guided participants through the space. The end result is a slight buzz, a full passport, fun memories, and of course, the confidence to order and craft a Spirited Mexico cocktail from anywhere!