One of Mexico’s oldest beer brands, Cerveza Victoria, produced a campaign to become the second most trending topic globally and started a new movement to celebrate Mexico’s melting pot of cultures.
Eighty per cent of Mexicans are “Morenos” – with brown skin. They are the native people of Mexico but had become a marginalised part of Mexican society.
70% of Morenos experience racial discrimination. And they are never featured in advertising.
So Cerveza Victoria started a movement to bring attention to this injustice.
Our campaign started with mobile phone footage of a Western-looking actor berating a director for expecting her to stand behind a Moreno in an advert
After it was shared 1.5m times in just 19 hours, we released a second video showing the actors coming together and explaining “not all beauty is white – advertising made you believe that.”
Cerveza Victoria committed to casting Moreno talent in its advertising in order to foster a climate of inclusivity.
We issued a call for other brands to follow suit, lobbying the Mexican Association of Advertising Agencies to push for industry-level quotas.