The exclusion of BIPOC and LGBTQ+ artists from prestigious concert halls is a complex issue influenced by various factors such as historical biases, systemic racism and discrimination, and unequal access to resources and opportunities. Gatekeepers, such as concert hall administrators and curators, have excluded these artists through subjective selection criteria, reliance on personal networks and relationships, and financial barriers. Our campaign objective was to bring to life Tecate ALTA’s new positioning of “Bring Your All” through a disruptive culture & lifestyle platform. “Bring Your All” is aimed at beer drinkers who are nonconformist and embrace the complexity of their identities. This platform had to deliver an authentic Tecate ALTA experience that deeply connects with consumers. Alta Sinfónica used music and collaboration as an effort to challenge systemic biases and discrimination, promote diversity and inclusion, and provide equal access to resources and opportunities for artists of all walks of life.

ALTA SINFÓNICA challenged the limitations imposed on Latinx communities by reimagining their music through symphony orchestras. This program not only pushed the boundaries of traditional classical music but also questioned who gets to label and create "classic" music. By partnering with both emerging and established artists, Tecate ALTA demonstrated that their beer is for those who embrace their dual identities and express themselves in multiple ways. Their "Bring Your All" message inspired a new generation to reject being defined by others and celebrate their power. ALTA SINFÓNICA blended classical music with hip hop, corridos tumbados, and dancehall, creating a unique and groundbreaking musical experience that celebrated bi-culturalism and community. This event reinforced Tecate ALTA's brand message

of embracing diversity and promoting positive change through creativity and collaboration.

The target audience for this brand are the “200 Percenters”, those who see their bi-culturalism not as a barrier but as a freedom and opportunity. This audience is motivated to pursue multiple passions over seeking to achieve a sense of perfection in one thing. They want to express themselves in multiple ways by embracing the duality of their identities in order to leave a mark in a more proactive manner. They feel a sense of belonging to their community, which motivates them to share more with more people. This generation believes there isn’t one formula to follow when it comes to chasing and defining their American Dream.

- Successfully expressed Bring Your All values as an original music program.

- Brought the spirit of cultural convergence to life through a single voice and consistent messaging.

- Established Tecate ALTA as an authentic brand with a unique point of view on culture.

- 27.6MM Total PR Impressions

- 143.5K Organic Social Impressions

- Sentiment around ALTA SINFÓNICA was overwhelmingly positive across social media comments

- 25MM Programmatic Media Impressions

- 40MM Social Media Views

- $50,000 directly benefiting the San Francisco Philharmonic communities through ticket sales and donations