Jose Cuervo - Day of Dead 2025

A vibrant Day of Dead campaign for Jose Cuervo featuring their Especial 2025 limited edition bottles, showcasing a joyous local Mexican tradition where families clean the bones of their departed relatives.

The story honours the town of Pomuch on the Yucatán Peninsula in Mexico where Hanal Pixan, meaning ‘food for the souls’, takes place. It is a unique Day of the Dead ritual in which villagers visit the tombs of lost loved ones to clean the bones with special brushes and decorate the graves with flowers and tequila – commemorating and celebrating the departed.

Inspired by the special limited edition label designs from Mexican artist and illustrator Tavo Santiago, we created a series of colourful, life-giving assets that truly capture the symbolism and rich meaning that underpins Hanal Pixan.

We created a stunning maximalist campaign artwork that extracts iconography from the label but adds a host of new elements to help it awaken the fiesta, including this hero film.