Billboard campaign aimed at recent arrival Mexican-Americans; playing on words with the process of becoming bi-cultural: 5 de Mayo is not as big in Mexico as it is in the US. If you celebrate 5 de Mayo now, it means you're part of the US-Hispanic community... Cheers!

Patricia Daumas, Creative Director and copywriter.

Agency: La Agencia de Orci

End Client: Tequila Sauza