MIDI - Campaign

Entire Design Program

2025

Caserne, Montreal, QC
t: 514-419-8339
e: info@caserne.com
w: caserne.com

Design Studio: Caserne Creative Director: Ugo Varin Lachapelle, Léo Breton-Allaire Graphic Designer: Marianne Isabelle Photographer: Alex Blouin, Jodi Heartz Account Manager: Miriam Bousquet Photographer: @whosper Copywriter: Kristian Anderson

The campaign, combining outdoor advertising and social media activations, aligned with Midi's arrival in SAQ stores across Québec. Shot during the daytime in Mexico City, the imagery reflects Midi's bright and inspiring positioning, as the brand seeks to move away from negative tequila stereotypes and restore its prestige. On social media, a second series of photos showcases tequila-based cocktails, directing audiences to the website to explore recipes.