A Bite Is All It Takes.
Mexico is currently battling a huge problem: Tourists are visiting yet ignoring the history and culture that surrounds them. Instead of dining at local eateries and vendors, they seek American institutions OR Americanized versions of famous Mexican dishes. Culture is a finite resource and in certain areas of Mexico, it's slowly being taken advantage of and destroyed.
I think mailing somebody a postcard is the biggest flex of all time. Having the time of your life in a beautiful country and sending a piece of paper through the mail to someone stuck in their 9-5 is an insane way to say "HAHA couldn't be me."
So I decided to flip the idea of a postcard on it's head. Instead of tourists sending them to their friends and family back home, residents of a touristy areas in Mexico are going to send postcards to the tourists who are gentrifying and colonizing their homes.
Campaign Manifesto
Culture defines us.
It’s how we live,
How we love,
How we see the world.
Culture is what we pass down and around.
It’s who we are.
We never asked for an update.
We don’t need a new version, or a cheap knock-off
Or a half-ass copy.
We love what the way it is
Because we know it isn’t forever,
It isn’t yours to throw away
And It certainly isn’t theirs to change
Culture is valuable and for us
Embrace, Never Erase.
Protect The Sauce TV Spot Script
I didn’t know what a sauce packet was until a McDonald’s opened up in my neighborhood.
All of my sauce came from home,
In cantinas and in bags
From my Abuela and my mom
Their chile is spicy and flavorful
Filled with the love and personality that filled my home
So every time we go out to eat and we take that first bite
The one where you brace yourself and prepare for the kick
We take it with a smile
Because we know it came from someone’s abuela. And to us, that matters.
It’s their culture and it’s our culture
So next time you go up to order, remember everything that went into your meal.
It just takes a bite to get to know somewhere.
Post Cards
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