whos waiting for you? | Oswaldorodriguez

There's a question that helps us look to the other side without fear. It lets us imagine meeting again with the loved ones who passed away before us. This question brings us peace because it reminds us we won't cross over alone. It makes us believe that the people we miss so much are already together, waiting for us.

This Día de Muertos, who's waiting for you?

*** Craft Case study

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Adult.

Middle adulthood.

Late adulthood.

Victoria is one of Mexico’s most culturally relevant brands, and it simply couldn't exist without its local corner store owners—the tenderos.
That’s why we want to introduce you to Jorge, our feature story protagonist.

He’s our connector between the real world and the underworld.
In Mexican culture, xolos have always been sacred guardians—guides that walk alongside us, even beyond life.

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*According to legend, xolo skin darkens each time it crosses the Mictlán.

REFERENCE PALETE:
#34565D
#393E42
#182329
#192732

REAL WORLD: BLUE

MICTLÁN: RED

Blue color palette: grounded in an intimate, familiar, undeniably human reality.

Warm red tones: evoking a spiritual, sacred, and eternal atmosphere.

AWARDS:

Gold Cannes Lions, 2026 - Entertainment /
Bronce Cannes Lions, 2026 - Film Craft /

Bronze Cannes Lions, 2026 - Film /
Wood Pencil D&AD, 2026 - Animation /
Bronze Clio Awards, 2026 - Film Craft Animation /

Bronze Clio Awards, 2026 - Film /

Bronze Clio Awards, 2026 - Branded Entertainment & Content /

Gold The One Show, 2026 - Branded Entertainment: Craft & Art Direction /

Silver The One Show, 2026 - Moving Image Craft & Poduction: Animation /
Merit The One Show, 2026 - Craft & Ilustration /

Merit The One Show, 2026 - Long Form Video /

Merit The One Show, 2026 - Craft & Storytelling /

Gold The Americas Shots Awards, 2026 - Animation /

Silver The Americas Shots Awards, 2026 - Concept /

Bronze The Americas Shots Awards, 2026 - Direction /
Tribeca, 2026 - Selection Film /

Grand Prix Ciclope Latam, 2026

Gold Ciclope Latam, 2026 - Animation /

Gold Ciclope Latam, 2026 - Direction /
Gold IAB Mixx Awards, 2026 - Brand Building /
Gold IAB Mixx Awards, 2026 - Content Video For Brand Awareness /
Silver IAB Mixx Awards, 2026 - Content For User Engagement /

CREDITS:

Agency: Wieden + Kennedy

Client: Cerveza Victoria

CCO: Jessica Apellaniz

President Mexico: Pablo de Arteaga

Creative Director: Daniel Palala

Creative Director: María Lempicka

Art Director: Oswaldo Rodríguez

Art Director: Emilio Espinosa

Copywriter: Rodrigo Ruiz Esparza
Copywriter: Ana Arce

Head of Production: Rodrigo Bonilla

Senior Producer: Ana Mijares

Head of Strategy: Jan Erhardt

Strategy: Sofía Gamiz
Strategy: Edalí Gutierrez

Account Director: Samantha Herrera

Account Manager: Estefania Morgado

Account Executive: Michelle Castañeda

Production: The Youth
Director: Yuca
Animation: Colossal

Fig. 1

Fig. 2

Fig. 3

Fig. 4

Fig. 1

Fig. 2

Fig. 3

Adult.

Middle adulthood.

Late adulthood.

Victoria is one of Mexico’s most culturally relevant brands, and it simply couldn't exist without its local corner store owners—the tenderos. That’s why we want to introduce you to Jorge, our feature story protagonist.

He’s our connector between the real world and the underworld. In Mexican culture, xolos have always been sacred guardians—guides that walk alongside us, even beyond life.

Fig. 1

Fig. 2

Fig. 3

Fig. 4

Fig. 1

Fig. 2

Fig. 3

*According to legend, xolo skin darkens each time it crosses the Mictlán.

REFERENCE PALETE: #34565D #393E42 #182329 #192732

REAL WORLD: BLUE

MICTLÁN: RED

Blue color palette: grounded in an intimate, familiar, undeniably human reality.

Warm red tones: evoking a spiritual, sacred, and eternal atmosphere.

Victoria is one of Mexico’s most culturally relevant brands, and it simply couldn't exist without its local corner store owners—the tenderos.
That’s why we want to introduce you to Jorge, our feature story protagonist.

He’s our connector between the real world and the underworld.
In Mexican culture, xolos have always been sacred guardians—guides that walk alongside us, even beyond life.

REFERENCE PALETE:
#34565D
#393E42
#182329
#192732