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Calle 7 No. 305 Entre 6 y 4 Vista Alegre Norte, C.P. 97130 Mérida, Yuc, MX.

T. +52 (999) 930 6499

Mérida, Yuc. MX

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contacto@bienal.mx



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ábito On The Road

The beat generation was formed by bohemian hedonists who celebrated spontaneous creativity and adopted inconformity as a way of life. The cult novel On The Road was this movement’s main pioneer, that later would be the precursor of hippie idealism and sixties revolution, along with other authors like Allen Ginsberg or the controversial William S. Burroughs. On The Road is based on Kerouac’s journeys with his youth friends: long road trips where poetry was in every corner and the search for the meaning of life could only be found in the light of the stars that covered them every night. Ábito On The Road reflects the essence of this generation and the spontaneity culture. For a company that grows its market range every day, this campaign works perfectly as a bridge between two generations: on one hand, are the ones that worship the past and the retro/vintage culture; on the other hand, are the ones that lived in the exact moment when all of this happened. The best linen company on the southeast part of the country teams up once again with Bienal Comunicación to emulate a Kerouac road trip, in order to give its spring-summer 2014 season a young and fresh look.