KIMO MEZCAL x THE HUICHOL PEOPLE
KIMO MEZCAL looked to make positive social impact with an indigenous tribe in Mexico through creation of a mezcal product.
SOCIAL IMPACT : CREATIVE/MARKETING STRATEGY : PR : SOCIAL : FINE ART : PRODUCT DESIGN : DIGITAL
CHALLENGE
The Huichol are the last nomadic tribe in North America and rarely have ever chosen to work with a brand.
1) Define a creative vision for a product that honors and respects the culture of the Huichol
2) Grow awareness of both the Huichol culture and mezcal
RESULTS
Huichol artisans transformed mezcal bottles into one-of-a-kind sacred art, combining ancient craftsmanship with modern spirits, creating a product that transcends conventional expectations. Kimo’s Special Reserve Añejo Mezcal became a favorite premium gift. The collaboration lead to one of the first Mexican Indigenous NFTs, a fine art photography exhibition and film with proceeds of up to 1 million dollars going back directly to the tribe.
DIGITAL
The collaboration extended beyond art and commerce—it amplified the voice of the Huichol People on a global stage. Through the program, the tribe shared its worldview, traditions, and concerns, breaking down cultural barriers and fostering a deeper understanding of their unique way of life. By bridging worlds, this collaboration became a conduit for cultural exchange, enriching the global tapestry of human experience
GALLERY TOUR
In a groundbreaking collaboration between the indigenous Huichol People of Mexico and Kimo Sabe Mezcal, a remarkable synergy has emerged, blending ancient traditions with modern craftsmanship. This unique partnership goes beyond the creation of exquisite premium reserve anejo mezcal—it encapsulates a story of cultural preservation, economic empowerment, and global connectivity.
Adorning the frames of each print are sacred art intricately beaded by the subject in the photograph. Each individual has their own artistic style and symbols reflecting a deeper story and soul. The frames are one of a kind and blessed by the shaman. First stop on the tour was in Austin, Texas at the Whole Planet Foundation annual auction.
WEB
I dynamic website was created with immediate inroads for interaction, deeper story and actionable brand experiences.
We partnered with periodicals across the spirit and luxury categories to build audience.
