One brand system, split into two cultural lanes.

This campaign adapts Chaparritas for two different audiences, American and Mexican, while keeping billboard and Instagram executions connected inside each concept. The result is one playful brand idea expressed through two distinct cultural lenses.

Billboard Instagram American / Mexican

View Campaign Tracks Back To Campaigns

System Thinking

Same brand energy, translated across format and audience without losing the core playfulness.

Concept

Build one flexible campaign system that can speak differently to different audiences without losing the brand's personality.

Instead of treating multi-audience creative like a single generic message, the campaign leans into cultural differentiation. Each track keeps Chaparritas joyful and vibrant, but shifts the execution tone so it feels more relevant to the people it is speaking to.

Brief

Create a multi-platform campaign for Chaparritas that feels fun, memorable, and adaptable across both billboard and Instagram.

Insight

Consumers connect most when a brand feels culturally aware rather than flattening every audience into the same message.

Idea

Separate the work into American and Mexican tracks, then show how each concept stretches cleanly across billboard and social.

Campaign Tracks

Two audience groups, two executions each, and a billboard/Instagram pair for every idea.

This page is organized by audience first so the strategic split is clear, then by execution so you can see how each concept carries across both formats.

Audience Track