Cerveza Victoria presented its new campaign for Día de Muertos 2024, “Recuérdame Viviendo”, at the Morelia Film Festival, a moving film production that seeks to honor the memory of those who are no longer physically with us, but who live eternally in our memories. This campaign represents a new chapter in the brand’s decade-long commitment to Mexican traditions, particularly the Day of the Dead. The initiative takes on special relevance after the recent launch of the brand’s new image “Con Mucho México”.
What makes this campaign unique is its genuine connection with the Mexican people, as it was created by and for them. The brand opened its digital platforms for Mexicans to share their most cherished memories of their departed loved ones. The response was overwhelming: in just the first week of the call, more than five thousand memories were received, which were shared through the brand’s social networks and served as inspiration for the creative vision of director Fernando Cattori.
The film presents an emotional and personal narrative, following a woman who goes through a sentimental journey through her most significant memories, while building new ones. The spot manages to capture the essence of those shared moments that transcend time and distance, demonstrating how love and memory can keep alive the presence of those who are no longer physically present.
