A campaign built around identity for one of Mexico's oldest beer brands — Cerveza Victoria, brewed since 1865 — making the case that "mestizo," mixed, layered, neither-one-thing-nor-the-other, is not a contradiction but the actual Mexican identity.
A brand built on a 150-year-old name doesn't get to talk about identity in the abstract — the message has to be carried by an actual voice, with an actual point of view, performing actual bars. "Somos Mestizos" leans on rap as the vehicle for that: a cadence built for assertion, not background music, the right tool for a campaign whose entire premise is claiming an identity out loud.
Working inside an Ogilvy + Media Monks production meant the lyrics had to survive agency-level scrutiny — every line accountable to a creative brief, a brand history, and an audience far larger than any single artistic statement usually reaches — while still sounding like something an actual person believes, not a slogan set to a beat.
Brought in as the lead rap voice for the campaign and as a collaborator on the lyrics themselves — writing and performing the verses that carry the "Somos Mestizos" message, working directly inside the agency's creative process from page to vocal booth.