BRIEF

Don Julio 1942 launched its Made to Be Raised campaign in celebration of the FIFA World Cup 2026™, positioning the brand as the tequila of life's most memorable victories and shared moments. As an Official FIFA World Cup 2026™ Supporter, the campaign introduced a limited-edition gold bottle inspired by the iconic World Cup Trophy, encouraging fans to raise a bottle in honor of the moments that bring people together.

BUILD

Overall Murals executed a hand painted mural on our Marina District wall in San Francisco, strategically located in one of the host regions for the FIFA World Cup 2026™. Positioned in a highly visible neighborhood with strong pedestrian and commuter traffic, the mural served as a large-scale celebration of the tournament's arrival and Don Julio's connection to the world's biggest sporting event.

REVEAL

The wall was transformed into a striking advertisement featuring the limited-edition Don Julio 1942 FIFA World Cup 2026™ bottle rendered at monumental scale. The design emphasized the bottle's luminous gold finish and trophy-inspired silhouette, creating an immediate visual connection between the spirit of victory on the pitch and the celebratory moments shared by fans around the world. The mural's scale and craftsmanship elevated the bottle into a larger-than-life symbol of pride, achievement, and anticipation ahead of the tournament. 

IMPACT

The mural is generating visibility among 2,922,899 San Francisco residents, commuters, and visitors in a key World Cup host market. Scheduled to run for seven weeks and conclude on the final day of the FIFA World Cup 2026™, the campaign maintains a consistent brand presence throughout the tournament. By translating a premium product launch into a hand painted public artwork, the campaign delivers a memorable and authentic brand experience that stands apart from traditional media placements. The mural's craftsmanship amplifies the campaign's message that some moments are truly Made to Be Raised, building awareness of the limited-edition release while creating excitement around the world's biggest sporting event.