For the past eight years, Don Julio has shown up at the Oscars, a key cultural moment in Los Angeles, the brand’s second home. But, in 2025 wild fires ravaged the city, with Altadena—home to a vibrant Mexican-American community—among the worst affected. We needed to pivot our Oscars approach and show up in a meaningful way.
We handed our Oscars OOH buy over to Salomón Huerta, a Mexican-American artist from Altadena whose home and studio burnt down in the fires. Our ad space became a symbol of resilience and pride for the community.
We showcased his art on billboards across LA, highlighted his story on social platforms and auctioned off the artwork, donating all proceeds back to those affected.