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El Jimador begins Welcome Back campaign

Alcohol distributor Brown-Forman has begun a digital campaign called "Welcome Back" in support of its El Jimador tequila brand. The campaign, developed by Grey Canada of Toronto, it is timed to coincide with the Mexican holiday of the Day of the Dead on Nov. 1. It consists of three online videos depicting stop-motion skeletons attending Day of the Dead parties and coping with social issues arising from their skeletal nature. The videos will appear on the brand's social media channels, supported by additional online materials. Media planning was handled by MediaVest.

"Tequila continues to expand in global popularity, and with the rising popularity of Day of the Dead celebrations, we recognized an opportunity to play a part in the holiday," said Darlene Remlinger, president of Grey Toronto. "Given the importance of the artistic symbolism associated with the day, we were thrilled to partner with Bent Image Labs, and the visual craftsmanship they provided to create these stories."

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