LEÓN TOPILTZIN :: Creative Director

CHALLENGE

TO EVOLVE THE IMAGE OF THE MEXICAN STATE OF VERACRUZ FROM THEIR OLD SLOGAN "COME AND LIVE VERACRUZ" TO A NEWER MORE DARING AND IRREVERENT CONCEPT.

IDEA

"#ORGULLOJAROCHO" THE INTERNATIONAL CAMPAIGN DRAWS AND SETTLES THE IDENTITY OF THE PEOPLE OF VERACRUZ AS A HAPPY COMMUNITY IN MEXICO.