It rains more in Berlin than it does in England, especially
during the cold and dreary months of winter, so enticing
Germans to vacation in Mexico with a cloud that literally rains
tequila is probably pretty effective. And this isn’t just a
cloud-shaped installation that pours a mist of tequila out of a
showerhead or something equally predictable – it’s a real cloud
of tequila condensation that turns liquid in response to
vibration, timed to coincide with real-life rain outside.
United States-based creative agency LAPIZ teamed up wit the Mexico
Tourism Board to create an ad specifically tailored to boost
German tourism to the sunny, margarita-soaked nation. Installed
in Urban
Spree, a Berlin art gallery, the project mimics the look of
natural clouds by containing condensation within a
cumulus-shaped sculpture. You can see the mist rolling off the
cloud in Instagram videos of the installation.
A flash of lightning heralds an oncoming tequila storm, and
onlookers gather to hold a shot glass under the cloud. It’s the
third year in a row that Lapiz teamed up with the tourism board
to get Germans to Mexico, and it seems certain that this would
be their most successful effort yet. Who doesn’t like free
tequila? “This time, we combined the Mexican thing Germans love
most, tequila, with the type of weather they like the least,
rain, and created the Tequila Cloud,” they explain.
