Yo/Elevado is brought to life in a new campaign “Tequila Elevado a un Arte,” which explores what happens when one stops worrying about time and efficiency and strives to elevate tequila to an art.
The campaign celebrates the inefficiency of Avión, a result of the many steps of a meticulous process. From slow roasting Avión agave at low temperatures only in brick ovens, to using up to 30% more agave in distillation, to the proprietary ultra-slow filtration process, this approach makes it impossible to create Avión efficiently. Avión uses a process that, similar to the creation of art, takes time. The “Tequila Elevado a Un Arte” campaign heralds that very approach while giving a nod to the brand’s roots in Mexico.
“Inefficiency has its place, which typically it’s best to avoid, but it can be revered when creating art or in our case, tequila. We set out to create tequila that celebrates the rich flavor of the Jesús María agave. We refused to cut any corners or implement processes that sacrificed the rich flavor. The meticulously inefficient process resulted in Avión Silver being voted ‘World’s Best Tasting Tequila’ at the 2012 San Francisco World Spirits Competition,” said Austin, “Our new campaign, ‘Tequila Elevado a un Arte’ highlights the dedication and artistry that goes into each bottle we create.”
The campaign will rise up through a mix of traditional media, digital and social media and a short film, throughout 2016. The ad spots can be viewed here and the short film can be seen at bit.ly/Elevado.