Tequila brand El Jimador brought together four artists -- a duo specializing in artistic projections, a metal sculptor and a classically trained musician turned techno DJ -- to collaborate on an "immersive interactive art" event in an abandoned theatre in Detroit. The artists were challenged with creating the project without a brief within 48 hours and the event was open to anyone in Detroit as well as friends of the artists and production teams. This documentary-style film of the campaign, which was conceived by agency Brave and production company Unit9, showcases the results. It's the first in a series of YouTube films which will eventually extend into print and outdoor work, all using the hashtag #Mexology.
As regulations tighten around their advertising around the world, alcohol brands are increasingly turning to artistic collaborations to market their wares; whisky brand Ballantine's showcases music collaborations in its "Stay True, Leave an Impression" campaign, while Absolut has sponsored a series of arthouse films and Bombay Sapphire has run a film competition at the Tribeca Film Festival.