Alma advertising agency developed the concept “Adios Cliches, Hola Mexico” (Goodbye Cliches, Hello Mexico), an advertising campaign for the Hola Mexico Film Festival, run in Los Angeles, 24-30 May, 2012, designed to reflect a Mexico that offers much more than mariachis, tacos and wrestlers. The campaign included a teaser, a commercial, two film separators, three online educational videos and an app to seamlessly coexist in TV, web and on social networks. Graphic pieces in print and on the iconic Montalban Theatre in Los Angeles added presence to the campaign, which featured an uber cliche blasting away at a bar full of typical Mexican stereotypes with two miniature pistols wielded by his outrageous mustache. The film elements of the campaign, in Spanish and English, can found at youtube.com/user/holamexicoff.
The Adios Cliches Hola Mexico app online at iTunes, invited users to take the world’s most anti-cliché mustache, take a picture and take a shot, sharing their pic or video with friends on Facebook, Twitter, or email.
The Adios Cliches film was developed at Alma, Miami, by chief creative officer Luis Miguel Messianu, executive creative director Diego Yurkievich, group creative director Hernan Cerdeiro, copywriter Julian Milanesi and art director Hernan Pettinaroli.
Filming was shot by director Jorge Colon via Letca Films. Post-production was handled by The Cut Club, Moving Forward Studios and IndieHouse. Music and Sound Design created by Personal Music by Alexis Estiz and Luis Gomez.
The app was developed at Breinmassel, Buenos Aires, Breinmassel.