2020

NYX Awards - 2020 Grand Winner Winner

The Modelo Dias de los Muertos AR Mural

Entrant Company

Groove Jones

Category

Design & Print (NEW) - Point of Purchase

Client's Name

Constellation Brands, Inc.

Country / Region

United States

Experience Level

Agency

Project Details

The goal of this program was to create socially relevant, interactive activation, that transcends traditional marketing tactics. It is more than a printed POS (Point of Sale) or an OOH (Out of Home) mural, it is a consumer touchpoint. By using your mobile phone, customers can bring a static image to life and augments reality in a truly innovative way. The sights and sounds you experience are authentic to DDLM, while at the same time keeping the Modelo brand at the forefront. This printed campaign not only generated millions of impressions on social and media, but it also increased sales by 16.5%!

It began with a traditional painted artwork for Dias de Los Muertos, a celebration of life that honors the dead in Mexican culture. The painting imagery featured marigolds, an ofrenda, candles, and a beautiful Katrina holding an ice-cold Modelo Especial. Groove Jones artist digitally created the work that looked as if it had been hand-painted.

Then 10 x 15 foot murals were printed and placed in high foot traffic areas that had an art vibe and would support Modelo distribution. The murals were placed in the curated locations along the East Coast in the United States.

The campaign was supported by smaller print pieces which included, Mass Display Enhancers, Wrapped Canvases, Table Tents, Posters, Coasters & Truck Cards.

Surprise and Delight – No App Necessary

Day of the Dead comes to life in many ways across the globe, but one thing the celebrations all have in common is rejoicing with the food, drink, music, artwork, and activities that lost loved ones enjoyed in life.

The campaign has one call to action – Bring the Mural to Life – visit ModeloMural.com. Participants that visit the site were able to activate an eye-catching augmented reality experience.

Big Results

• Sales Up 16.5% in October at Wholesales with the Mural POS

• 7,401,547 Total Impressions via Media and Social

2020
Commercials / Marketing
NYX Awards 2020 Winner - Stellaris
grand
winner
Paradox Interactive

Entrant Company

FILMIC ART AB

Category

Commercials / Marketing - Animation

Country / Region

Sweden

2020
Non-Broadcast
NYX Awards 2020 Winner - FabFitFun Summer Box Commercial
grand
winner

Entrant Company

FabFitFun

Category

Non-Broadcast - Editing (Skill)

Country / Region

United States

2020
Social Marketing / Communications
NYX Awards 2020 Winner - Hawke Media x Getty Museum x Twitter
grand
winner

Entrant Company

Hawke Media

Category

Social Marketing / Communications - Social Ad Campaign

Country / Region

United States

2020
Marketing Effectiveness
NYX Awards 2020 Winner -  Kairos Media & KFC Gaming - “KFConsole Launch
grand
winner

Entrant Company

Kairos Media

Category

Marketing Effectiveness - Video Campaign

Country / Region

United Kingdom