Madre Mezcal

AD: SAGE BAZAN / MARIS MORENO

CW: SAGE BAZAN / MARIS MORENO

INSIGHT: Madre Mezcal follows an ancestral Zaptoec recipe that has remained consistent through their Oaxacan crafters. The Zapotecs believed that the Gods blessed agave by striking it with lightning - making it a sacred plant.

IDEA: Create a campaign that celebrates the Indigenous Oaxacan and ancestral roots of Madre Mezcal.

LINE: Elixir of the Gods

FESTIVAL MADRE

Festival Madre is an event that celebrates Oaxacan culture with a Oaxacan style parade, Zapotec dancers, and traditional Oaxacan foods. Madre Mezcal would be incorporated and/or represented in every part of the festival. Madre would have different cocktail tastings and curations placed throughout the festival to accompany specific foods and in-festival experiences. In addition, Madre would debut a VR Experience that shows the history of Madre Mezcal through animated Artboards that pay homage to Zapotec and Oaxacan art. The event would take place in Austin, Texas.

VR EXPERIENCE

This VR Experience would dive into the origins of Madre Mezcal through the love story of Huecha, a Zapotec woman, and Cocijo, the God of Rain and Lightning. The story and art are both intended to celebrate Zapotec history, culture and honor the Indigenous roots of Madre Mezcal.

(Click the video below)

MUSEO MADRE

Madre Mezcal would curate an art gallery that features Mexican Artists and of course…Madre Mezcal. The artists would be asked to create works of art inspired by the timeless Mezcal recipe and its creation story.

MADRE MYSTICS

This series of short Instagram and YouTube videos plays off the idea that Madre itself is a very blessed thing. Madre will debut ancient mystical recipes for one of Mezcal’s many uses...the power of healing. Whether it’s love troubles, crippling fear, or blind anger, Madre will be the cure.

(Click the videos below)