Cerveza Victoria visits the Mayan underworld

A new campaign for Cerveza Victoria takes us to the Mayan underworld and back again.

Xibalba is a new integrated campaign, created by MediaMonks in collaboration with Ogilvy Mexico and directed by Salomon Ligthelm, which invites the world to be part of El Día de los Muertos and celebrate the friends and family who have departed our world.. 

Ligthelm's film takes us on a journey to the mythical Mayan Xibalba and follows the story of Ikal, a man who undertakes a trip into the Xibalba in a visually moving odyssey through farewells and reunions, against the backdrop of traditions and the perils of the underworld.

Xibalba is an integrated campaign that, as well as the film, includes outdoor elements and social media. It will also feature a website that will provide new interactive digital experiences, fully designed by MediaMonks, for the Mexican market, and which will allow people to create their very own digital ‘altar’ to commemorate the dead.

“In Victoria's quest to highlight Mexico's roots, reinterpret them and bring them to the modern world, we turned to Xibalba," said Wesley ter Haar, Founder and Chief Operating Officer at MediaMonks. "This year we wanted to evolve in this parallel between the real world and the underworld, creating a deeply emotional story, so that people could connect with it and with the brand on this important date.”