Bohemia, the upscale Mexican beer, partnered with the Frida Kahlo Foundation to create commemorative packaging featuring the iconic artist. To generate awareness and excitement, Havas FORMULATIN orchestrated a contest inviting artists to submit an original work of art inspired by Frida Kahlo and featuring the Mexican beer, for a chance to win $10,000. More than 50 submissions were received, and the winner was announced at the launch event in a New York City loft that was transformed into Frida’s Casa Azul. Contest and launch announcement generated more than 600 placements, which resulted in 73 million brand impressions.