Modelo’s One in 6Pack
One in every six Americans are Hispanic. This statistic drove Modelo’s Hispanic Heritage Month celebration.
In partnership with Mexican-American artist Sentrock, we created the “One in 6Pack,” a Modelo six-pack with one bottle painted to represent the contributions of Hispanic Americans.
Then, we worked with UnidosUS, the largest Hispanic rights organization in the country, to put this one-of-a-kind piece of art up for auction on eBay. 100% of the winning bid went to UnidosUS to support the Hispanic Community.
The direction for this campaign was inspired by sneaker drop culture. A world that nicely ties in Modelo’s street aesthetic and a format we could borrow from to drive excitement and desirability.
Auction driving social videos
Product Drop Teaser
Ebay Auction
Winning Bidder
Artist: Sentrock
Animation Studio: DreamBear
Brand: Modelo
Agency: Grey NY
ECDS: Sara Worthington, Armando Flores
Creative Directors: Laura Osborne & Anna Wehr
Senior Creatives: Alee Bono, Anne-Sophie Collier, Ivy Phan, Julian Castillo