Cinco de Mayo is a day of celebration of Mexican culture and heritage — but a celebration of such magnitude deserves more than just 24 hours.
“It’s not about celebrating just one day, but the entire movement of Mexican-American creatives,” said Joseph Perez.
The ‘Cinco Para Todos’ idea came from Espolòn Tequila. The company reached out to Perez to help launch the campaign that brings the rich culture of modern Mexico to life beyond a single day of celebrations on Cinco de Mayo.
Perez, better known as Sentrock, is a self-taught street artist from Pilsen. His iconic street murals have made him an established artist within Chicago’s creative community and beyond.
“We really wanted to celebrate not just the one day of Cinco de Mayo but Cinco Para Todos, the day for everybody. To celebrate that expression, that freedom that they represent and also that I represent in my work and who I am as a person,” said Sentrock.
Espolòn partnered with Perez and other top Mexican-American creatives across the country to highlight their culture and heritage. The national campaign includes live immersive events, a national sweepstakes, and a new streetwear collection from Perez.
The Chicago native debuted his new collection at Stadium Goods. Perez says the design was inspired by his connection to his culture — and the partnership symbolizes the important platform he’s created.
“Sharing my stories, that’s how I got to this point. Doing my art full time as a professional artist, sharing my story, sharing the stories of my people, but saying in a way that I would like to say it,” says Perez.
The campaign will travel across the country, touring Miami, New York City, Austin, and Phoenix throughout the month