Mexico en la Sangre Digital Campaign

The City of Tijuana required posters for its creative and cultural sectors to highlight Mexico's positive aspects and showcase an alternative to the area's prevalent crime. In Mexico, the phrase "LLEVAMOS A MEXICO EN LA SANGRE" translates to "We have Mexico in our blood" in English. This expression can carry both positive and negative connotations. In one poster, we celebrate Mexico's rich traditions, benefits, and beautiful aspects that we take pride in. Conversely, another poster presents a different perspective, addressing Mexico's challenges, including crime, cartel activity, and corruption. Together, these posters aim to foster community awareness and highlight the enduring strengths and positive qualities that Mexico still possesses. The public warmly received the posters, igniting appreciation for Mexico's rich culture, history, and natural beauty. This enthusiasm not only celebrated Mexican identity through vibrant imagery but also rejected negative stereotypes associated with the country. The initiative encouraged people to recognize and value Mexico's contributions, fostering pride and a deeper understanding of its complexities.

From the original award submission.