Pacifico: The Devil Squid of Lobo Beach

Seattle-based Creature has created a print and online campaign for Pacifico beer that allows the curious to stray off the beaten path and dive into a more inspired, adventurous life – a life of surfing and trekking through Baja.

The campaign gives people a chance to engage in a deeper story, by featuring searchable tags that lead to a Webtrek. The online journey parallels the real-life story captured in a documentary called Grey Whale Sessions – a surfing doc set in Baja. The trailer serves as a jumping off point into the online version of a Pacifico journey which follows a series of links and requires some creative problem solving to find your way down the trail and complete the story. Those who make it to the end have the chance to be hired by Pacifico and play a role on their next trip to Mexico.

These ads (attached) show a scene from Grey Whale Sessions being captured in the lens of a Super 8 Camera, and feature Chris Christensen landing a huge Humboldt Squid off the coast of Baja Sur, Mexico (pictured).