Jose Cuervo is Mexico’s biggest and oldest tequila brand, so they wanted to align themselves with Mexico’s oldest festival - Day of the Dead. We created a new Jose Cuervo Day of the Dead identity, and a new positioning of, “Bare Your Soul”. Based on the idea that this festival was the one time of year when the dead and living could celebrate together - and truly bare their souls. This campaign was rolled out worldwide through OOH, Activations, and sponsorship, as we collaborated with some world class talent such as Dirk Reese, Happy Finish and I Love Dust.