PATRÓN Gracias a la vida.

Earning cultural cachet.

When a brand aims to connect authentically through art and culture, simply slapping your logo on an artist’s new release just won’t cut it. A true collaboration is one where the artist leaves their mark, and the brand makes it part of its own story. For Tequila Patrón, that story was one of purity—how natural elements come together, without additives, to create the finest tequila. It was also a story of gratitude: for life, for what it gives us, and for the perspective we gained after COVID reminded us how precious it all is.

When natural elements are masterfully combined.

We brought together R&B, soul, and hip-hop artists Grammy winners Jessie Reyez, Fousheé, and Amber Mark—along with Grammy-winning producer Andrés “Dre” Levin—to create a new bilingual rendition of “Gracias a la Vida,” the iconic Spanish-language song by Violeta Parra. The result was a beautiful, emotionally resonant version that struck a chord with our audiences. It was released on Thanksgiving Day as a music video and shared across multiple channels as part of our campaign.