For the first time, Don Julio Tequila and Willy Chavarria transformed a hand-painted mural into an interactive rose-covered installation 🌹✨. The public was invited to pull back petals to uncover the artwork hidden beneath—and Willy himself came through to witness the unveiling.
What makes this rose mural unique?
It’s not just painted art—it’s participatory. By layering roses over a mural, the activation turned a static wall into a living, collective experience.
How did the interaction work?
Members of the public could physically peel back the roses to reveal the mural beneath. Each petal removed uncovered more of the artwork, making the crowd co-creators of the final reveal.
Who was present at the unveiling?
Designer Willy Chavarria attended in person, bringing his fashion influence to the moment and reinforcing the cultural weight of the collaboration with Don Julio.
What does this mean for OOH and experiential?
Like standout OOH, the rose mural created surprise, shareability, and lasting memory. Its tactile participation multiplied impact, driving both street-level engagement and social media buzz.
FAQs about this campaign
What was the Don Julio x Willy Chavarria rose mural?
It was a hand-painted mural covered with real roses, where the public pulled back petals to reveal the artwork beneath.
How was it interactive?
Passersby could physically remove rose petals to uncover the design, making them part of the reveal.
Why is Willy Chavarria involved?
The fashion designer collaborated with Don Julio to bring a cultural and artistic lens to the installation, and he appeared at the unveiling.
How does this relate to OOH?
It’s a live, place-based activation that goes beyond visuals, creating tactile engagement, community buzz, and strong brand recall.
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