September 16th is Mexico’s Independence Day — a day full of significance for Mexicans and Mexican-Americans. For that reason, that day, "El Dieciseis," the fight of the year took place: Canelo Vs. Golovkin.
We turned this meaningful number into a social campaign. Promoting the fight by celebrating the stories of 16 Mexican-Americans: “16 Stories of Punch.”
Sixteen days before the fight, we started releasing daily posts of Mexican-American everyday “fighters,” showcasing their unique victories in life alongside a celebratory illustration — made by the Mexican artist Saner — based on each particular story.
These posts encouraged people to watch and celebrate the fight that would become the 50th victory in Canelo’s career.
The day of the fight we showcased all the artwork and their stories in an art exhibition, alongside a mural of the fighters which Saner painted while spectators filled the venue.
Creative Director / Art Director