Role: Creative Director
Company: Grey
Industry: NGO
Tools: 360 Campaign
Awards:
• 1 Gold for Voces de la Ausencia, "Día de Muertas” in the category Content and Entertainment.
• 2 Silver for Voces de la Ausencia, "Día de Muertas” in the categories Activation and Non-profit public good messages.
• 2 Bronzes for Voces de la Ausencia, "Día de Muertas” in the categories Digital, social, and technology and Actions in
the social networks.
Results
The campaign transcended marketing metrics to achieve profound social, political, and real-world impact:
Context
"Día de Muertos" (Day of the Dead) is Mexico's most famous and beloved cultural holiday. However, the name uses a masculine gender identifier. Concurrently, the country was facing a severe, ongoing crisis of gender-based violence and femicide that required urgent national visibility, societal awareness, and legislative intervention.
Task
The objective was to disrupt the national conversation during a highly traditional time of year to demand an end to femicide. The goal was to create a powerful movement that would honor murdered women, give a voice to their families, educate the common citizen on the tragedy, and pressure government institutions to enact actionable laws against gender crimes.
Actions
A highly emotional, omnichannel social movement was engineered by slightly subverting a national tradition:
Cultural Disruption: Changed a single letter of the holiday's name to create "DÍA DE MUERTAS" (a feminine name), establishing a new day of remembrance for murdered women.
Physical Activation & Guerrilla Tactics: Organized a massive march in Mexico City the day after traditional Día de Muertos celebrations. This was supported by widespread guerrilla marketing, including culturally stylized skull masks, street posters, and t-shirts.
Deep-Dive Storytelling: Produced and launched a 5-chapter documentary series exploring the femicide crisis (featuring voices like activist Frida Guerrera) to give a platform to the relatives of victims.
Digital Amplification & PR: Executed a striking, cohesive social media strategy (RRSS) with actionable petitions (e.g., Change.org to officially recognize Nov 3rd as Día de Muertas). The powerful message was organically picked up by top-tier global and national media (Amnesty International, Vice, El País, Telemundo, etc.).
