what el Jimador global campaign evolution & el Jimador cans campaign concept
where & when Draftfcb Chicago, 2011/2012
why & how el Jimador Tequila wanted to refresh their existing global toolkit but not stray too far from the campaign that Draftfcb created for them in 2008 with a striking tapestry of black icons illustrated by Mexican artist Claudio Limón and carved into white wood. By reimagining the tapestry icons in fluid, organic shapes stenciled onto different colored stucco walls, the refreshed look allowed for a more expressive mood to come through while still reflecting the authenticity and Mexican heritage that is integral to the el Jimador brand identity.
The toolkit elements had to be produced in a way that would allow for a variety of through the line executions, and customization by each different market.
I know it's been a love fest up in here when it comes to the photographers I've worked with, but Martin is no exception. He is exceptional though!
The comp of course is on the left :)
sr. art director Anne Baker
creative director Suzanna Bierwirth
assoc. creative director/copy Stu Thompson
art director Jay Esangga
photographer Martin Wonnacott
illustrator Claudio Limon
After the launch of the global campaign, came the cans. Cocktails in a can, that is. Spurred by requests from Australia and Germant — both markets where canned cocktails are more commonplace — we were tasked with creating an out-of-home campaign that introduced the world to el Jimador's canned cocktails. The target skewed slightly younger and on-trend. Our answer? Jimi.
Meet Jimi, the mischievous, daring little brother of El Jimador. Where does he come from? 140 years of tradition and culture. Where does he go? Wherever he wants.
With Jimi Cans, Mexico’s #1 Selling Tequila is now mixed and ready to go anywhere. That’s big news, and Jimi is going to share it his way—by playfully tagging el Jimador ads to make his mark alongside his older sibling.
Another sad story in the land of what almost was. The client loved this campaign and bought off on it for the US market. And then they decided to discontinue the cans in the US.
¡Vive el Jimi!
The inimitable Diego Mota not only created the original illustrations for all of the Jimis, but was also our model and muse! Damn, I still can't get enough of these little dudes. Diego is so good!
sr. art director Anne Baker
creative director Suzanna Bierwirth
assoc. creative director Stu Thompson
copywriter/concepting Troy Burrows
jimi illustrations Diego Mota