In a campaign inspired by the community where it was born, Estrella Jalisco is promoting art and culture through its new artists-in-residence program, part of a $1 million commitment to “bringing brightness and color” to 100 communities across the Southwestern U.S.
The AB InBev-owned Mexican beer brand is hiring muralists and other local artists to collaborate on creative projects in those communities by 2025, starting in Los Angeles. The goal, according to Estrella Jalisco senior director of marketing Jayden Kahl, is to bring the same “vibrancy and color” that’s foundational to the culture and art scene in Jalisco, a western state on Mexico’s Pacific coast, to U.S. cities with strong ties to that region.
L.A.-based artist, muralist and activist Ruben Rojas is the first creative partner for Estrella Jalisco’s new program. Rojas, the co-founder of a nonprofit called Beautify Earth that creates murals for underserved neighborhoods, he’s made it his mission to “ignite creativity and inspire others to see the world through the lens of love” since leaving the corporate world to make art full time in 2013.
“We were immediately drawn to Ruben’s passion for both his craft and his mission to spread love and inspire purpose through art,” said Kahl, adding that his brand and professional efforts “align seamlessly” with Estrella Jalisco’s commitments.
The making of Rojas’ mural served as the launch for the new campaign, urging fans in California, El Paso, Texas and Phoenix to nominate “local stars” to be a part of the project in their cities. Those stars will then collaborate with the brand’s artists-in-residence to create a mural in the community.
“Bringing people together through creativity has always been a part of my purpose as an artist,” said Rojas in a statement. “Our shared hope is that by using murals to share stories of our neighborhood heroes, we can foster joy and connection in people’s lives.”
Estrella Jalisco is working with partners to identify and bring on eight more artists as part of its residency program. “Approximately 25% of the $1 million will be equally divided among those artists and muralists in the first wave of the project,” said Kahl.
In the midst of a global pandemic, Kahl sees the brand’s mission “to brighten lives with color and positivity” as more important than ever. The ads will run exclusively on digital and social across CTV, including full-episode programming and programmatic ads.
The pilsner was first brewed in Guadalajara, Jalisco, more than 100 years ago, and has centered its marketing on consumers who share those roots since it first hit shelves north of the border in 2016.