CDMX Store Opening
Creativity, design, strategy & production
Context
The arrival of a secret and mysterious donut shop from Monterrey to the capital of Mexico, needed to be special.
So after 4 years of challenges, adversities, paradigms and living in anonymity, it was the moment for The Secret Donut Society to open its first secret shop in Mexico City
Challenge
How could we position a peculiar donut shop in one of the greatest gastronomic markets, while we started a delicious conspiracy? How could we manage to turn this opening into a unique experience among his followers?
Goal
Identify The Secret Donut Society and its first store as the most delicious secret in one of the city’s most popular neighborhoods.
Idea
The city was screaming for a taste of this sweet secret. We started a revolution that recruited new followers through a BTL campaign that challenged them and led them to the impossible to find us.
" I hereby declare to keep
the secret alive…"
How was it achieved?
With such a curious and expectant fan base, we created a secret game of clues that led them to into an exquisite and anonymous donut society located at Tabasco #262, Roma Norte, making them accomplices of this exquisite and anonymous society.
