Coffee liquor brand Kahlúa is often seen as ‘too much’ for everyday consumption: too caffeinated, too sweet, too complicated. This perception was stopping people from drinking it more often. The campaign aimed to embrace this idea and play with it, while also proposing it can replace more traditional options like wine or beer.

Inspired by the over-the-top drama of the Mexican telenovela, Wieden+Kennedy enlisted Hollywood actress Salma Hayek Pinault to star in a series of short social films and key visuals that aimed to challenge people to try Kahlúa instead of boring alternatives like wine.

The art direction brief was one word: drama. The cinematography was dramatic, with big close-ups, ridiculous camera angles and crash zooms, and the casting was filled with hammy expressions and over-the-top performances. The team even had the spots printed out on film and rescanned into digital as a nod to the grainy but beautiful telenovela.

For the OOH, the Kahlúa world was brought to life by honing in on bold and in-your-face cocktail styling, with bright brand colours and bold, striking typography used to emphasise even more drama while bringing brand recognition.

Credits:
Agency: Wieden+Kennedy London
Creative Directors: Freddy Taylor, Philippa Beaumont
Creatives: Chelsea Thorley, Hannah Fortune
Senior Producer: Aurelie Livera
Brand Director: Siham Zerkak
Design Director: Phil Rosieur
Designer: Zhangzhe Peng
Production Company (AV): Birth
Director: Rodrigo Valdes
Director of Photography: Arnau Valls Colomer
Production Designer/Art Director: Jose Tirado
Photographer (Drinks): Nick Rees, Morgan Lockyer
VFX 2D Lead Artist: Stephen Grasso,
Time Based Arts
Colourist: Simone Grattarola, Time Based Arts