The Farewell / Icnocucatl Cannes Lions 2021 Case Film

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Background

2020 was a very difficult year for all Mexicans. Mexico was in 3rd place of recorded deaths by Covid-19 globally, following only the US and Brazil.

The state of emergency in the country occasioned the closing of many places and provoked the cancelation of several national celebrations, including the Day of the Dead, as during this time entrance to the pantheons was denied.

Idea

For the Day of the Dead in 2020, we decided to dedicate a farewell to all the people that passed away without being able to say goodbye.

We did it by writing an “Icnocuícatl” (songs of a self-pain), which is a poetic genre from ancient Pre-Hispanic Mexican cultures that used to bid farewell to their loved ones and find acceptance after death.

A written poem that was also transformed visually, representing the familiar, yet empty spaces that were left by the people who passed away during 2020. That is how the film was created, dedicated to families from all social statuses from Mexico, that could relate with the pain.

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