Panadería Don Julio X Rosetta
At Don Julio, we have one objective: To bring mexican luxury, tradition, and authenticity into the world’s pop-culture scene.
That’s why, for this year’s Día De Muertos celebration, we hijacked [bakery] rave culture with one of Mexico’s most beloved food icons:
P A N D E M U E R T O 👁️👄👁️
We opened the first-ever bakery nightclub in collaboration with Mexico City’s hottest bakery: Panadería Rosetta.
Then, taking cues from rave culture, we dropped our campaign on Resident Advisor, Dice, Shotgun, and Beatguide. Party goers found our pop-ups and generated 98% of our assets.
My Role: Creative Director CW
CD/Art: Livia Soong
Director: Elias Lopez
Launch Film ↴
We created a special edition Don Julio Pan De Muerto in Collaboration with Panadería Rosetta ↴
Created a whole new brand identity for our Panadería pop-ups ↴
Then, we took it for a spin around the world.
London ↴
Madrid ↴
Dominican Republic ↴
Brooklyn ↴
Bogotá ↴
Caracas ↴
Berlin ↴
Mumbai ↴
South Africa ↴
Results↴
Everyone who went to our pop-ups loved them, shared them, and had a great time with their loved ones.