Tecate · Mexico, United States · 2026Film · OOH · Social · Retail & Shopper
Welcome Back, Paisano.
Tecate connected repatriated Mexicans with employment and store-operating opportunities through the SIX network.
- Brand
- Tecate
- Agency
- LePub Mexico City
- Market
- Mexico, United States
- Region
- Global
- Year
- 2026
Campaign images
The challenge
Returning workers needed opportunities in Mexico while SIX stores needed operators. Tecate sought to turn its message of solidarity into practical support.
The idea
The programme combined training, ongoing support and opportunities through HEINEKEN México and SIX, with FUNDES. A satirical film showed the gaps Mexican workers leave behind in everyday American life.
Results
- The LIA entry reports five stores operating through the initiative.
Case study source: London International Awards (LIA) Source ↗
Awards
- LIA 2026DirectGrand Prix
Credits
- Client
- Tecate · HEINEKEN México
- Programme partners
- FUNDES · Tiendas SIX
- Chief Creative Officers
- Ricardo Avilés · Aldo Ramírez
- Creative Director, Copy
- Juan Balcázar
- Creative Director, Art
- Marco García
- Production
- Landia
- Director
- Ariel Danziger
