How can you reject something you’ve got inside?

Today there is a lot of hatred and disregard in American for Mexico.

But according to the Department of Homeland Security, Mexican Immigration in the USA goes as far as the 1800’s settling in on the south, meaning that a big percentage of Mexican ascendance in the USA doesn’t even know it yet.

So we decided to take something they love: sales, and something they say they hate: Mexico, and see which is stronger.

We created DNA Discounts: a promotion based on Americans DNA and genetic heritage where their Mexican percentage would determine the discount they would get on an Aeromexico ticket to fly there. The more Mexican they are, the more discount they get.

We went to 4 states in Southern America to interview Americans and hear their thoughts about Mexico. Then in our travel agencies we asked them for a DNA sample from the company 23andMe, to find out their heritage. They did not know what we were looking for. And finally we went back and showed them their Mexican percentage and gave them the discount.

54% of the people tested in 4 states from Southern America had Mexican DNA.

But most importantly, we let the world know our brand statement and position, demonstrating why we don’t believe borders exist. There are no borders in the sky, and there are no borders within us.