Cerveza Victoria Crafts Hand Painted Love Letter to Mexican Traditions

For more than a decade, Cerveza Victoria has been at the heart of Día de Muertos in Mexico. Each year, the brand transforms tradition into art, culture, and collective emotion, reaffirming its role as the brand that keeps the country’s memory alive.

This year, Victoria presents, 'A ti, ¿quién te espera?' ('Who’s Waiting for You?'), a campaign from Wieden+Kennedy Mexico that invites people to honour and remember those who await us on the other side - blending art, tradition, and emotion. Inspired by the Mexican worldview of reunion after death, the story celebrates loyalty and unconditional love through two endearing protagonists: the xoloitzcuintle, the guardian of souls in Mexica tradition, and local shopkeepers, who symbolise the human bond connecting the brand with communities across the country.

​Yune Aranguren, director of core brands at Grupo Modelo, shared, “At Grupo Modelo, it’s essential for us to create campaigns that honour our traditions and foster an emotional connection with consumers. This project is a perfect example of how culture, art, and community can come together to inspire and create a memorable campaign.”

At the heart of 'A ti, ¿quién te espera?' lies the story of Jorge, a shopkeeper who, in the midst of his daily routine, meets a xoloitzcuintle named Rogelio - without realising that the encounter will change his destiny. Over the course of the film, their relationship evolves into a silent bond of companionship and loyalty that transcends life and death.

Each of the more than 2,500 scenes was hand-drawn and painted, incorporating the colours and symbols of Mexican culture. The result is a handcrafted cinematic piece directed by YUCA, the artist duo Daniella Schuarts and Leonardo Salomão, in collaboration with the creative agency Wieden+Kennedy México.

“Victoria has always been the brand that innovates during this season, and this year was no exception. We wanted to create something fresh, unique, and relatable - something that fuses the roots of tradition with today’s visual language. At a time when AI is everywhere, we decided to go the opposite way and make something 100% handmade and human.” said Daniel Palala and María Lempicka, ACDs, Wieden+Kennedy México

With this campaign, Victoria reaffirms its role as a guardian of Mexican traditions, transforming Día de Muertos into a living reunion between art, memory, and culture.

As part of the celebration, a special outdoor screening will take place on October 17th during the Morelia International Film Festival (FICM), featuring both the original short film and a special 'Petfilm' version - an adaptation where the colours have been adjusted for dogs’ vision.

Additionally, starting October 10th, Victoria will release a special-edition can featuring the xoloitzcuintle, the ancestral symbol of the journey to Mictlán (the Aztec underworld).

​Gabriel Díaz, director of Cerveza Victoria, added, “This year we want the Día de Muertos tradition to be an experience that connects emotions and memories - celebrating those who await us on the other side through art, colour, food, and, of course, our beer.”

YUCA reflected on the creative process, “It was an incredibly rewarding process because from the beginning we had the freedom to propose ideas and add details that gave more depth to the story. The whole team had an open, collaborative space, and we truly believe that made the final result even stronger - not just aesthetically, which is stunning, but because everyone involved felt part of the process and enjoyed each stage of creation and production.”

The campaign will roll out through an integrated communication strategy that combines traditional, digital, and cultural media, ensuring a nationwide presence and reinforcing Victoria’s commitment to connecting art, community, and tradition.