CLIENT: MINISTRY of tourism of Mexico
AGENCY: LApiz leo burnett
ROLE: ART DIRECTION & Conceptual design
Winters in Germany are really rainy.So Rainy that 35% of all German travel happens during this time. To put sunny Mexico top of mind, we mixed the Mexican thing Germans love, Tequila, with the weather they don´t love, rain, to create the first:
Within four days of the Tequila Cloud launch, the average Google search volume for “Mexico Travel” increased by 50% in Germany. Within two weeks, the news spread around the globe, with people demanding the cloud, and even sharing on social media their desire to book their flights to Mexico. Paid media was $60K, which generated $4.8MM in earned media and 473MM impressions.
The science behind the Tequila Cloud
1. Vaporization
We used ultrasonic humidifiers to vibrate tequila at a frequency that turned it into a visible mist.
2. Condensation
The mist was then pushed up into a plastic structure, where it condensed.
3. Precipitation
The liquid then rained as drops.
The cloud was tied to real-time weather data, so it rained tequila every time it rained in Berlin.
AWARDS
2017 Cannes Lions
Silver in Outdoor
Shortlist in PR
2017 Ojo de Iberoamérica
Sol de Plata in Innovation
Sol de Plata in Outdoor
Sol de Bronce in PR
Sol de Bronce in Media
Shortlist in Outdoor
Shortlist in Media
Shortlist in Digital
2017 Clios Awards
Shortlist in Out of Home: Ambient
2017 LIA
Bronze in Design: Experiential Design
Bronze in Non-Traditional: Experiential
Bronze in The NEW: Experiential