MediaCom Beyond Advertising
Grupo Modelo AB-InBev
Food & Beverages
Summary: Mexicans with brown skin had become marginalised in their own country. Uneducated, unemployable and unrepresented in advertising, we created the most shared video in Mexico in 2017 to kick start a process to rid prejudice from our industry.
Objective: Unite Mexico behind our movement
MEXICO IS GOING THROUGH AN IDENTITY CRISIS
The nation has forgotten what it means to be Mexican. It was affecting the brands we consume, the festivals we celebrate and even the “Mexicans” we see in adverts.
Eighty per cent of Mexicans are “Morenos” – with brown skin. They are the native people of our country but had become a marginalised part of Mexican society.
The country’s official statistics institute has found more than 70% of Morenos experience racial discrimination.
In any other country, this would cause national outrage – but in Mexico, it had become accepted. Morenos were second-class citizens.
So Cerveza Victoria, Mexico’s oldest beer brand, which has long championed the country’s history and heritage, set out to bring attention to this injustice.
Our challenge was to confront Mexicans’ behaviour, showing them that racial discrimination against Morenos rejects the very notion of who we are as a country. By doing this, we’d bring pride back to our heritage.
Our insight was that Mexican adverts always featured western-looking actors. In fact, 90% of advertising in Mexico doesn’t feature Morenos.
We could change these attitudes by making them the stars of the advertising we see on a daily basis. We took our cue from Brazil who established minority quotas in advertising in 2001, contributing to greater visibility and acceptance of minorities in society.
We would inspire change by creating a surge of public support for the introduction of a new law requiring brands to accurately represent Mexican diversity in advertising.
SHOCKING THE COUNTRY INTO DEMANDING CHANGE
Our country had become so numb to the marginalisation of Morenos that we were blind to the fact that all Mexican adverts were full of Western-looking talent. Eighty percent of the population never saw themselves on screen, billboards or in digital advertising.
What’s more, western entertainment had flooded our televisions – 80% of the shows young people watch are movies and series that come from the USA.
Mexicans had been effectively brainwashed into believing that Western beauty was what we should strive for, further marginalising the Moreno population. So we would drive a revolution by showing how ingrained prejudice of Morenos is within our society.
Our strategy would be to start an irreversible movement that would build long-term support for a change in the law.
We know that due to inertia in Mexico, enacting change takes time and public pressure. So to start the process, we would address deep-seated cultural attitudes which have infiltrated daily life in Mexico. To bring this to life, we devised two key strategic principles:
Firstly, we would need to confront our target audience of legal age beer drinkers with the unacceptable behaviour that happens every day in our country, which they had become numb to.
Secondly, we would need to show the damage that Moreno discrimination was doing to individuals and society. That meant triggering a national discussion around the issue of skin colour.
Our goal: use content to make “anti-Mexican” behaviour visible.
“NOT ALL BEAUTY IS WHITE”
Our campaign started with mobile phone footage of a Western-looking actor berating a director for expecting her to stand behind a Moreno in an advert – a small snapshot of everyday prejudice seen in Mexico and in our industry.
This kind of “hidden camera” video of deplorable behaviour had become widespread in Mexico, lending an authenticity to our campaign.
We unveiled this on Facebook and it soon went viral across all social media platforms, being shared over a 1.5m times in just 19 hours.
National news jumped on the movement, spreading our message across the entire country and beyond.
With outrage at fever pitch, we released a second video on Cerveza Victoria ́s Facebook and Twitter feeds, showing the actors coming together and explaining “not all beauty is white – advertising made you believe that.”
We had kick started our commitment to restoring national pride and encouraged everyone to join the movement using #LoChingónEstáAquí – translated as #mexicoisfuckingawesome.
Alongside our public messages, we also pledged real change. Cerveza Victoria committed to only use Mexican talent in its advertising in order to celebrate Mexico’s diversity and foster a climate of inclusivity in this important area of culture.
We issued a call for other brands to follow suit, lobbying the Mexican Association of Advertising Agencies to push for industry-level quotas.
Lead Media Agency
J.Walter Thomson México