Bent Image Lab collaborated with Grey Canada to create comical skeleton characters as part of a Day of the Dead digital campaign for popular Mexican tequila brand el Jimador. 

The advertising agency and Oregon-based animation house created three stop-motion animation videos over several weeks, marking the traditional Mexican holiday (starting today) in a socially positive manner.

Each video of the social campaign, #welcomeback, explores tongue-and-cheek awkward social scenarios that may arise for a skeleton whilst at a bar, such as not having a wallet to pay for a round, or whether an ID can be used. Check them out below.

The videos aim to create an inclusive, festive approach to the holiday – with crowds of (living) characters gathering together to celebrate over a cool glass of blue agave tequila.

Day of the Dead traditionally focuses on remembering and celebrating loved ones who have died, and supporting their spiritual journey to the other side. 

The campaign will feature on el Jimador’s social media platforms and in paid social and OLV placements. 

The videos are part of Grey’s Brown-Forman global tequila portfolio assignment, which includes both el Jimador and Herradura brands owned by the American wine and spirits company.