SEGMENT: Calaveras Carnival
For the second consecutive year, the creative team retakes the iconography of Jose Guadalupe Posadas as a starting point to show a contemporary Day of the Dead, through a celebration in homage to the lives of those who are no longer with us, but who continue to be remembered.
With this party we seek to reconnect with the depth of the tradition and the importance of being part of this ritual. This celebration is an invitation for Mexicans to transform our Day of the Dead, to go beyond the ancestral tradition and become a recognized brand around the world. “The Day of the Dead Celebration is a sign to Mexico and the world that Mexico is standing, united and strong.
It is an honor for us to endorse a project that supports a Mexican tradition such as the Day of the Dead, because of its unique, passionate, rich and ancestral characteristics.
“This year, at a creative level, we started with a Carnaval de Calaveras, decorated with cempasuchil flowers, papel picado, sprinkled with sugar, chocolate and bread. You can hear the procession party that step by step I said to the Great Tenochtitlan ” Carlos Navarrate-Patiño, creative director of the segment Carnaval de Calaveras.