All In For Macario

Tecate / LePub Mexico City

CREARCHIVE Score

67.5

TecateAll In For Macario2025

Video

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BrandTecate

AgencyLePub Mexico City

Award ShowClio Music

CategoryDigital

Year2025

CountryMexico

Description

What if the next breakthrough artist didn’t come from a label, but from TikTok and a real story? Macario, a street sweeper in Mexico City, had a music project and shared it on TikTok through videos of his daily life. In his first podcast interview, he wore his favorite jacket the one with our logo. No payment. No script. Just honesty. Less than 8 hours later, Tecate announced him at Tecate Pal Norte, the country’s biggest music festival. He had talent, but no brand had backed him. Tecate was the first to believe.

Awards

• Clio Music — Experience/Activation / Use of Artists, Talent, & Influencers — Gold
• Clio Music — Public Relations / Brand and Artist Collaboration — Gold
• Clio Music — Social Media / Organic Social Media Post — Gold
• Clio Music — Partnerships, Sponsorships & Collaborations — Bronze
• Clio Music — Social Media / Use of Influencer & Talent — Bronze
• Clio Music — Use of Social Media & Influencers - Best Use of Real Time Advertising — Bronze

Credits

cityMexico City

EditorJuan Carbajal (LePub)

entrantLePub Mexico City

DirectorFrancisco Paparella (NewBrand Film By Story), Jaime Peña (NewBrand Film By Story)

Film StudioNewBrand By Story

Voice TalentMacario Martínez (-)

Agency NetworkPublicis Worlwide

Digital AgencyMonks Mexico

Account ExecutiveNataly Gañan (LePub)

Creative DirectorJuan Pablo Balcazar (LePub), Marco Garcia (LePub)

Managing DirectorPaola Escalante (LePub)