Artist Chris Bourke and Tequila brand el Jimador teamed up to celebrate the Day of the Dead with the 50 Skulls Project.
For the project, Chris Bourke created 50 unique woodcut skulls. He covered the wood blocks in watercolor paint and gold leaf and created a series of whimsical, grinning skull prints. The prints will be given away as prizes in a series of contests and challenges orchestrated by el Jimador around Dia de Muertos, the Mexican holiday that commemorates the dead with food, drink, dancing and celebration.
el Jimador is Mexico's best-selling 100% agave tequila, and this art project gives it a chance to celebrate its roots while creatively solidifying its brand identity. Cultural authenticity is very important to millennial consumers, who tend to favor smaller, independent companies over big brand names, especially when it comes to food and drink.