Blank Canvas Project: Modelo Especial teamed up with Puma, and Complex to create a 360-degree marketing campaign that aligned Modelo with the sneaker brand PUMA and four musicians who each designed a PUMA sneaker inspired by Modelo. The designs were showcased on Modelo’s Facebook page where users had the opportunity to vote for their favorite. The design that received the most votes went into production. To launch the final production and create drinking occasions for Modelo Complex hosted four regional events with the talent. The campaign included a robust digital, print, mobile, social and earned media promotion.
