Hornitos Tequila: Border Bar
McCann: Internship Project
Role: Art Director
All Copywriting done by Patrick Virgie
Hornitos asked for a news-worthy brand activation that helped ease immigrants' experience during their extensive and challenging naturalization process. Since Mexican immigrants face legal challenges upon crossing the border, a lot of them do not risk recrossing the border to go home and spend time with the families they left behind. Our solution to help ease this troubling reality was to create a place where they could legally enjoy the company of home, without having to worry about jeopardizing their naturalization.
The Border Bar
In order for the team to be able to put themselves in the shoes of the people, we were designing for I shared my immigrant journey with them. I immigrated to the US at four years old and while going through the naturalization process, I wasn't able to see my family for 9 years. Out of fear of jeopardizing my path to citizenship, my family remained within the borders of the US.
After conducting some research, we found that my family was not the only one with this fear. A lot of immigrants, especially Mexican immigrants, believe that leaving the U.S during their naturalization process would jeopardize their chances of citizenship. The story of Franciso Erwin Galicia paints a troubling picture as to why this notion exists. Trying to cross the border, Francisco was detained even having shown his Texas ID and birth certificate. Due to stories such as Francisco's, unfortunately, going back home is a legal risk.
We thought this was ridiculous. Everyone deserves to see and spend quality time with their family.
Patrick and I wanted to create a place where Mexican immigrants would be able to enjoy the company of their loved ones, without having to worry about jeopardizing their naturalization. A place that allows families to enjoy the simple pleasure of having a drink with your father or a face-to-face conversation with your mother. That’s when we came up with The Border Bar.
Signs leading up to the Border Bar
As a part of McCann’s internship program, the company’s 50+ interns had to compete in a creative pitch for Hornitos Tequila’s A Shot Worth Taking campaign.
The Border Bar won the competition and captured the attention of McCann's Executive Creative Directors overseeing the Hornitos Account.