Tecate gets to work welcoming Mexicans home
In an uplifting campaign developed by LePub Mexico City, the Heineken beer brand welcomes back repatriated Mexicans with real entrepreneurship opportunities.
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Credits
View on- Agency LePub/Mexico City
- Production Company Landia/Mexico
- Director Ariel Danziger
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Credits
View on- Agency LePub/Mexico City
- Production Company Landia/Mexico
- Director Ariel Danziger
- Chief Creative Officer Bruno Bertelli
- Global Chief Creative Officer Mihnea Gheorghiu
- Chief Creative Officer Ricardo Aviles
- Chief Creative Officer Aldo Ramirez
- Creative Director Marcos Garcia
- Creative Director Juan Pablo Balcazar
- Producer Ana Galvan
- Global Chief Creative Officer Cristiana Bocassin
- Associate Creative Director Ayax Mondragon
- Associate Creative Director Elizabeth Cruz
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Credits
powered by- Agency LePub/Mexico City
- Production Company Landia/Mexico
- Director Ariel Danziger
- Chief Creative Officer Bruno Bertelli
- Global Chief Creative Officer Mihnea Gheorghiu
- Chief Creative Officer Ricardo Aviles
- Chief Creative Officer Aldo Ramirez
- Creative Director Marcos Garcia
- Creative Director Juan Pablo Balcazar
- Producer Ana Galvan
- Global Chief Creative Officer Cristiana Bocassin
- Associate Creative Director Ayax Mondragon
- Associate Creative Director Elizabeth Cruz
Beer brand Tecate has partnered with LePub Mexico City to launch this empowering campaign, titled Welcome Back Paisano, an employability platform that reimagines returning home and turns it into a real opportunity to start over.
At the heart of the initiative is a playful film directed by Ariel Danziger through Landia, that whisks us through a series of American businesses from restaurants and farms to stores, all struggling to keep up after losing their most valuable employees: Mexicans.
In partnership with SIX stores and Heineken México, the platform acts as a bridge between talent, employment, and entrepreneurship, integrating repatriated Mexicans into a model that promotes job opportunities connected to Tiendas SIX ecosystem, enabling the creation of new jobs and the opening of new stores.
