NEW YORK, May 22, 2013 /PRNewswire/ -- Indio, the dark lager Mexican beer, invites artists 25 and older who are residents of California, Texas, or Illinois, to "do their thing" and submit an original piece of 2D artwork into the first ever Indio Gallery contest, brewing on the brand's Facebook page, www.Facebook.com/IndioBeer (Gallery Tab) between May 21 and July 1. Thirty two finalists will be chosen from the eligible entries to have their artwork showcased on a billboard, in one of eight markets in CA, TX or IL in October.
From these 32 finalists, one Grand Prize winner will be selected to have his or her artwork displayed across eight cities, receive a $5,000 cash prize and have the opportunity to develop additional creative materials for the Indio Beer brand. All winners will also be the subject of comprehensive public relations and social media campaigns through the hashtags #IndioGallery and #IndioBeer.
A panel of judges comprised of renowned urban artists Federico Archuleta from Austin and Chicago's Juan Angel Chavez; Gil Cerezo, lead singer for award-winning band Kinky; Mexican artist and actress Diana Garcia; and a director from the National Museum of Mexican Art, will review all eligible entries and score them based on creativity and originality, clarity of "Do Your Thing" theme, quality of composition and design, inclusion of Indio's brand personality and overall impression. As influential leaders in the art space, the Indio Gallery panel of judges will bring a unique perspective and critical eye on these original works of art.
To qualify, artists 25 and older must submit original artwork that incorporates Indio beer imagery (colors, logo or packaging) and most importantly reflect the artist's interpretation of the brand's tagline, "Do Your Thing". All 2D landscape format artwork measuring a minimum of 8"x17" in any medium will be accepted, including but not limited to photography, illustration, graphic design, etc. Complete rules and regulations can be found on the Indio Gallery Facebook tab at http://bddy.me/11OPtW2.
"It is great that Latino artists are being given the opportunity to showcase their talent, and be recognized during Latino Heritage Month," shared Carlos Tortolero, President and Founder, National Museum of Mexican Art, Indio's charity partner.
To enter, eligible artists must visit the Gallery Tab on the brand's Facebook page, www.Facebook.com/IndioBeer, and upload a high-resolution image of their original, finished artwork between Tuesday, May 21 at 12:00 a.m. ET and Monday, July 1 at 11:59 p.m. ET. Alternatively, entries may be submitted via e-mail to [email protected] during the same timeframe.
Photos showcasing some of the participating artists' creative process and final submissions will be shared on Indio's Facebook and Instagram (via #IndioGallery and #IndioBeer) during the entry period, so as to establish a sense of community among consumers across the contest's eight eligible markets, including Chicago, Los Angeles, San Francisco, San Diego, Austin, San Antonio, Dallas and Houston.
The resulting consumer-sourced OOH is part of the Indio brand's non-traditional outdoor advertising efforts. In April, Indio launched city-specific postings, murals and graffiti stencils that reflect the way in which consumers express themselves in markets across CA, TX and IL.
For more information about the Indio Gallery or to interview the brand team or any of the judges, please contact FORMULATIN at [email protected] or (212) 219-0321.
Launched in 1893 under its flagship brand, Cuauhtemoc beer, the label featured an Aztec emperor. Soon after, the general public started identifying the brand by the image of the label, saying: "Give me a beer of the Indian". That is how the brand was renamed Indio in 1905. Indio's updated 12 oz. bottle packaging design is currently distributed by HEINEKEN USA across Texas, Calif., Ill., Nev., and Ariz. To learn more, visit www.Facebook.com/IndioBeer.
ABOUT HEINEKEN USA
HEINEKEN USA Inc., the nation's leading upscale beer importer, is a subsidiary of Heineken International BV, the world's most international brewer. European brands imported into the U.S. include Heineken Lager, the world's most international beer brand, Heineken Light, Amstel Light, Newcastle Brown Ale, and Strongbow cider. HEINEKEN USA also imports the Dos Equis Franchise, Tecate Franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA-sponsored Taxi Magic™ application from your smartphone at taximagic.heineken.com.
SOURCE Indio Beer