10 · 24 · 24

RECUÉRDAME VIVIENDO: A Homage to Our Loved Ones at the 22nd FICM

Ariadna Lucas Coronel

Gabriel Díaz, brand director of Victoria, in representation of Grupo Modelo, was in charge of introducing the short film Recuérdame viviendo (2024)- produced by Mamá Hungara and Wieden + Kennedy as a creative agency. The short film was presented before the screening of the feature film La Prisonniere de Bordeaux (2024, dir. Patricia Mazuy) at the 22nd Morelia International Film Festival (FICM).

Before the screening, the director of Victoria beer shared his enthusiasm about premiering his video at the 22nd FICM: “We are very happy to share with you what has been a tradition for Victoria for more than ten years; we are one of the first brands that is proud to talk not only about Mexican traditions, but specifically about the Day of the Dead.

He also highlighted the brand's commitment to represent Mexico and its traditions: “We believe that the recovery of traditions is very important and that is why today we decided to do something different. Today we would like to present to all of you the short film Recuérdame viviendo.

Like the short film, he shared an emotional speech about the importance of loved ones who are no longer with us and the value of remembering their lessons: “This commercial has a lot of all the loved ones who are no longer with us today. And just like the story I have with my grandfather, today you will be able to experience a film made entirely with Mexican stories. For more than ten years we have been doing Day of the Dead activities and people have shared photographs, memories, all these beautiful stories that live with the people who are not with us today. We took those stories and turned them into this short film directed by Tory."

Recuérdame viviendo is an invitation to take those lessons, the stories, the messages, and the wisdom that our loved ones left us and use them in our daily lives. It is a way to pay homage to their legacy.