The first campaign of its kind, a new communication platform for Heineken Mexico, formerly known as Cervecería Cuauhtémoc Moctezuma.
For this corporate message and purpose, the objective began with the creation of a branding platform and identity for Heineken Mexico’s Responsible Consumption program and the establishment of a powerful personality in its communication tone to reach various markets. 
We created the brand “CON EL ALCOHOL NO TE PASES®” (“With alcohol do not go” or “don’t joke with alcohol” ), that deploys a strong coaching voice, a new institutional brand presence and a new campaign that ignites a new conversation, a message that sparks interest among the young and adult markets while strengthening its ties and by creating pop culture.
A valuable and righteous circle involving company, retail sellers and consumers that promotes  the responsible and intelligent consumption of alcoholic beverages, but above all, with the true and human purpose of SAVING LIVES.
We created a natural and meaningful environment for a unique character. 
A "coach" that moves you and shakes your head is presented
through an experienced voice, an ironic tone and a character 
that generates conscience.

A program for those humans who enjoy,
the ones that sell the product and others who become resilient
when having a good time no matter what happens.
A program that works strategically for consumers, retail sellers, company and social conscience.
We chose Danny Trejo, a man who has been characterized by his toughness and imposing physique but contrary to appearances, is a kind and sober person that nowadays gives testimony of his conviction for a healthy and good life through various foundations that he promotes and represents. 

For our campaign, Danny portrays that experienced voice and authority that will do everything to prevent you from crossing the line. Danny knows you well and knows all your excuses.
Danny is present with his various messages at the right time, the right place and where it matters
to create conscience in a fresh and memorable way.

* Algunas de las fotografías solo aparecen de posición y no tienen un uso comercial. Some photographs appear for demonstration and they are not used for commercial purposes.
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