Bakery Celebrates the Rich Storytelling Tradition of Mexican Folk Music for the Holiday Season

Bakery delivers overengineered, wild holiday fidgets every year to its clients. This year, they tapped into the rich storytelling tradition of narco corridos–a subgenre of Mexican folk music, specifically within the corrido tradition, that narrates stories about organized crime and the lives of individuals involved in these activities.

In order to create a culturally resonant, personalized gift for each client, the agency wrote a unique ballad for each and had a Mexican band compose the songs and perform them in music videos delivered to the people celebrated in the lyrics. Bakery worked with members of Sinaloan band Grupo Seryal and singer Roy Ramirez to form Los Panaderos (The Bakers) in order to write, compose and perform the songs.

And it's not JUST the videos - Bakery worked with a distillery in Jalisco to bottle a high- craft, double barrel aged Reposado Tequila they’ve dubbed Bakery’s Lagrima De Tigre. The back label of the bottles included a QR code that led to each client’s customized music track and video.