LAPIZ Lures Berliners to Mexico with Tequila Cloud

For all those based in Europe and Germany, specifically – where rainy days are a common occurrence – LAPIZ has created an innovative campaign to tempt you to Mexico’s sunny shores, via Mexico’s Tourism Board.

When Berliners were asked what they loved most about Mexico, they answered tequila. And when asked what they hated most about Deutschland, they revealed it was the rain.

So with this in mind, LAPIZ invented the Tequila Cloud.

During one of the rainiest months in Germany, Berliners were crammed into a contemporary art space in which clouds were pumped into the venue, using ultrasonic humidifiers. This turned tequila into mist, which then condensed back into liquid, giving Germans the chance to enjoy the Mexican spirit from their homeland by sampling the taste of tequila from a cloud.

But the cloud only poured tequila when it rained in Berlin – which was actually pretty constant throughout the exhibit.

It might sound absurd but the below case study film shows just how it works.