Grammy-nominated rapper 21 Savage has partnered with Pernod Ricard-owned Tequila brand Avión to launch its Mexico City-inspired Depart, Elevate, Arrive campaign.
The new campaign was created to showcase the brand’s “heritage and passion for aviation” while celebrating the “vibrancy” of modern Mexico City.
Avión will target “adventurous” consumers through the campaign, which “highlights those who have forged their own paths” – beginning with 21 Savage.
He said: “I grew up wanting to fly and pursued my pilot’s license as soon as I was able. When I’m in the air flying, there’s nothing like it. No traffic, no borders. With a borderless mindset, I’m able to bring everything I’ve seen, a worldly point of view, into my creative process. Into my art. It brings my art to an elevated space and that’s the heart of this partnership. Elevating creativity through being borderless.”
The Tequila brand, which refreshed its packaging last year, is hoping to deliver a “new perspective” of the category through the campaign.
Marnie Corrigan, brand engagement director at Tequila Avión, said: “21 Savage has been the perfect partner to bring forth our vision and showcase the new world of Tequila Avión. I am incredibly proud to unveil this fresh new direction throughout the campaign.”
Source: Spirits Business Tequila
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