Amid a sea of seasonal noise, el Jimador needed to rise above the clichés and connect in a way that felt truly alive — honoring the spirit of Día de los Muertos, not just marketing around it.

The heart of the holiday isn’t about death — it’s about togetherness. About raising a glass to life, memory and the people who shape us.

We turned a moment of remembrance into a moment of unity — creating The World’s Largest Day of the Dead Toast. A handcrafted, 3D-animated film blended human artistry with digital craft, inviting the world to join a live virtual toast that blurred the line between real and ritual.

What started as an idea became a shared celebration — with 30,000+ people toasting together, a 27% lift in sales, and el Jimador’s most successful Day of the Dead in brand history. Recognized with multiple ADDY Awards, the campaign proved that when technology meets human spirit, culture takes notice.