In these times, we're all looking for a sign. Many of us want to know what those people in head office really think. Who runs the show? What do they stand for? Is this business our kind of place?
The Mexicali family escaped Bush's America to run an upstart based business, and they use their turf to keep the Cali vibe going, and where needed, speak out. Highlighting Mexicali Fresh's stance on employment of immigrants, belief in diversity, free speech, and gender equality, #freespeech was concepted and executed in 48hrs. The project popped up in and outside of Auckland stores overnight, and resulted in a dramatic upswing in physical and social engagement from customers and online followers, reaching a previously unengaged audience through crowd-sourced Instagram content.
Project featured on Idealogue homepage in an article showcasing New Zealand businesses celebrating International Women's Day alongside Air New Zealand, NZ Herald and Women's Refuge.
Food & Beverage
Art Direction, Brand Identity, Copywriting
Y Brand / Mexicali Fresh
Concept, copywriting, art production, photography