Targeting bold, fresh and authentic Mexican flavours.
Mad Mex says ‘Bye Bye Bland, Hello Bold’ in a new brand campaign via creative agency Connecting Plots.
It’s the first creative work under the brand’s new positioning, ‘Mad For !t’, focusing on the brand’s obsession with bold, fresh and authentic Mexican flavours.
“This campaign is the perfect launch of our new brand positioning,” Mad Mex general manager of marketing Nick Cook said.
“We wanted it to depict Mad Mex as the antidote for the mundane and capture the spirit of Mad Mex and its fans - bold, fun and full of flavour, in a tone that was unapologetically Mad Mex.”
The campaign uses Generative AI-driven visual effects.
It is live across digital, social, influencers and out of home.
“When you’ve got one ad with croc infested water and another with a microwave flying out of a window, you either blow the budget, or get creative,” Connecting Plots creative partner John Gault said.
“Generative AI and Infinity Squared let us pull off the impossible without having to wrestle reptiles, smash too many windows or compromise on the original idea.”
CREDITS
Client: Mad Mex
General Manager of Marketing: Nick Cook
Senior Marketing Manager: Tom Mort
Senior Graphic Designer: Fabian Bolivar
Creative Agency: Connecting Plots
Managing Director: Kate Sheppard
Senior Account Director: Alana Spinelli
Head of Strategy: Craig Page
Head of Social: Kent Pearson
Creative Partner: John Gault
Creative Partner: Matt Geersen
Art Director: Jonti Groth
Senior Copywriter: Phil Barnes
Design Director: Blair Palmer
Creative Operations Director: Mary Morrell
Production Company: Infinity Squared
Director: Daniel Reisinger
Senior Producer: Nick Mutton
