Creative Rational:

Catrinas, much like salsa and tacos, and with the help of the movie Coco, have become a celebrated artistic and cultural expression within the mainstream. South and Southwest Texas markets in particular, have an affinity for Catrina face painting and celebrating Mexican traditions and culture. In order to keep Whataburger relevant to culture, we leveraged the popularity of the Catrina and "Día de los Muertos" (Nov 2nd.) connecting the brand with a spin on the "Day of the Dead" meaning and created the campaign “Vuelve a La Vida con Whataburger”. The campaign featured Facebook, Instagram and Snapchat Ads for brand awareness and made use of the new AR features to drive the audience’s participation and engage with the campaign.

Spanish copy:

Vuelve a la vida

English copy:

Come back to life