How does one convince rain-weary Germans that a Mexican
vacation is the answer to their wet wintertime blues? You make it rain tequila,
of course. Duh.
And that’s exactly what the Mexican Tourism Board did, with
the help of its global creative agency LAPIZ. Unveiled during the rainiest part
of the season at a contemporary art space in Berlin, the exhibit used special
humidifiers to turn tequila into mist which condensed into a cloud, which
rained tequila – but only while it was also raining in Berlin. Visitors were
invited to experience (drink) the tequila rain by holding shot glasses under
the cloud. After which, theoretically, a building full of wet drunk Germans would get on a plane bound for Mexico.
If this ever scales up, we at Brandflakes will be thirstily
waiting right on the other side of the wall…
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