Challenge
Modelo had long been loved by Hispanic consumers, but growth meant reaching beyond its core. We uncovered an insight that invited new fans in without losing loyalty.
Brewed With a Fighting Spirit
A Bronze Effie Award–Winning Campaign
Even in today’s divided America, it doesn’t matter where you come from—it matters what you’re made of. For the past 90 years, this fighting spirit has been brewed into every batch of beer, that drives us to champion what we believe in.
Awards
Bronze Effie, Beverage Alcohol Category
NYTimes, How Modelo Became the #1 Beer in America
Adweek’s First Ever Grand ARC Award, Innovative Storytelling
Adweek ARC Award, Best Non-Fiction Series, Digital
SABRE Gold Award Finalist - Best Social Campaign
SABRE Gold Award Finalist - Best Multicultural Campaign
Creative Partners
Production
Unit 9
CNN
Frontera
Courageous Studios
Great Big Story
Eyepatch Production
Innovation
AI/Machine Learning
Facebook Messenger
Facebook LIVE
Snapchat
Directors
Jay Buim
Yifei Chai
Otto Bell
Nicholas Brennan
The Work
Garden City
An award-winning documentary series by Modelo Especial and Courageous Studios at CNN
The Documentary Series
There is a town in America that embodies the fighting spirit of Modelo Especial. A place where all are welcome, hard work is celebrated, and people fight to make a better life for themselves. It’s a glimpse into the future of America in a place that you might not expect.
Top Honor, Adweek’s First Ever
Grand ARC Award
Innovative Storytelling
Adweek ARC Award
Best Non-Fiction Series
Digital
¡Celebra La Vida!
in honor of Día de los Muertos
Celebrate a life that embodies the fighting spirit.
Celebrate a life well-lived.
Celebrate a life worth living.
Celebra la Vida with Modelo in honor of Día de los Muertos.
The LIVE Ofrenda
A digital meets physical theatrical experience utilizing Facebook Messenger & Facebook LIVE.
The Calavera Mask
Snapchat Lens
The first ever Spanish-to-English translation Snapchat Lens that let people look death in the face and celebrate a life well lived during Día de los Muertos.
The lens generated over 17 million uses and 33 million impressions, while surpassing Snapchat's benchmarks with a 16.59-second avg. playtime.
Social Content
Modelo Michelada Week
As The Official Chela of Micheladas™, Modelo believes that National Michelada Day shouldn't be confined to July 12th; it should be a week-long reward for anyone who fights for better every day.
Modelo paid tribute to this timeless Mexican cerveza preparada by crownsourcing the perfect Michelada recipe and hosting the first-ever live bar experience on social.
A crowdsourcing effort asked michelada fans for their recipes.
The fan inspired "Model Michelada” recipe debuted at the first-ever bar experience on Facebook Live on National Michelada Day.
Modern Mexican Flavor
with Chef Rick Bayless
Negra Modelo is a beer crafted with time, persistence, and select ingredients for its rich, caramel taste. It's the flavor of the fighting spirit that stands out with every sip, and why Chef Rick Bayless finds it the perfect complement to celebrating Latino culture through food and drink.
The Campaign
We partnered with Chef Rick Bayless to create a Negra Modelo recipe book featuring 30 recipes shared with fans in a year-long campaign including food demos like New York City Wine & Food Festival.
Always-On Social