Indio Mexican beer announced the launch of its new outdoor campaign that will feature original artwork by nine winners of the inaugural Indio Gallery contest.
The competition, which took place over the summer, challenged artists 25 and older in California, Illinois, and Texas to submit an original photograph, illustration, graphic design or painting that showcased their individuality and how they "Do Their Thing." The resulting 47 billboards were posted on Oct. 14 across the brand's key markets -- Chicago, Austin, Dallas, Houston, San Antonio, Los Angeles, San Diego and San Francisco, according to a press release.
"Indio's consumers, bicultural millennials 21+, don't like to feel like they're being marketed to," said Gustavo Guerra, brand director for Indio. "Thus, as part of our strategy, we have leveraged influencers in key markets to introduce the brand in an organic way. Through this campaign we were able to align with local artists who share Indio's passion for self-expression, creativity and culture, to help us encourage our consumers to continue 'Doing Their Thing.'"
Hundreds of entries were received on the Indio Facebook page (www.Facebook.com/IndioBeer), each showcasing artists' interpretation of "Do Your Thing," and inspiration in music, art, culture, and Indio brand imagery (colors, logo or packaging). A panel of judges, including Austin artist Federico Archuleta, Chicago-based designer Juan Angel Chávez, Kinky lead singer Gil Cerezo, and Mexican artist Diana García –- selected the nine finalists who will see their artwork transformed into billboards this month.
Every artist is credited for his work on the billboards themselves, which feature their name and hometown, as well as the brand's tagline, beer bottle and Facebook address. Additionally, Fresno-based Grand Prize winner Arturo Rios Mercado received a $5,000 cash prize, for his green-and-gold-hued depiction of the iconic Aztec emperor Cuauhtémoc Moctezuma that has graced the beer's label since its launch in 1905.
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