Modelo

Proactive

When opportunity strikes.

Modelo Wrapped

Sometimes client kills a great idea.

So here’s the better idea.

Graveyard

Do you believe in Reincarnation?

Cerveza Cypher

Breaking into the hip hop industry is no easy tast, the odds are litterally 1 in a million. But we know a place where 100,000 rap fans gather every year.

What if Modelo discovered the next rap superstar at Rolling Loud?

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Let’s use our partnership with Rolling Loud to create and host a Cerveza Cypher–a freestyle rap battle–giving aspiring artists a shot at fame.

The Cypher will happen live at Rolling Loud. Anyone can join. Participants will freestyle over a remixed mark of a fighter until a winner is chosen.

But the top 10 finalists will all win the fame and glory of being featured as XXL’s 2025 Freshman Class—The Fighter Class.

Road Recruit

Modelo heavily relies on truck drivers. They get our product from point A to B. But, in 2023 America needs 80,000 truck drivers to make up a national shortage. Let’s help get truckers back on the road.

ALT: GTA RP

To fight the shortage, let’s activate in a popular video game that’s all about driving in harsh conditions to bring a newer generation into the IRL truck driving world. Enter Snowrunner.

We’d collaborate with Snowrunner to make a DLC map of the US focusing on the harsh conditions Modelo truck drivetrs often favce on the road. We’d use this a training module to convert these virtual drivers into IRL truckers.

The Fight to be Seen

62% of food delivery messengers have been hit by cars. Compare that to 0.015% of non bike workers. These messengers are delivering orders in rain, snow, and most often, the dead of night. It’s a scary job and often low visibility but they never waver.

That determination is their Maark of a Fighter. How can we help these fighters who have given so much?

We’ll start with gold reflective tape. Taking after our iconic gold foil, we’ll distribute gold reflective tape to messengers through Los Deliveristas Unidos.

Our tape will go on black, to not make their bikes conspicouos during the day, and reflect gold when lights are shined at them.

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While distributing tape would keep messengers safe, there’s also an awareness aspect to the campaign.

Via digital OOO we would show final meals delivery workers were delivering when they were killed by motorists or attempted robberies.

These OOO would have a QR code where people can donate to messenger recovery funds and purchase rolls of reflective tape to be distributed to the messengers.

Finally, we’d takeover our own social with interviews from deliveristas telling us about their story. Humanizing these fighters beyond the 10.75 you paid for your meal.