LOWRIDER MAGAZINE: WOMEN OF LOWRIDING
Lowrider Magazine was the bible of lowrider cars from 1977-2019 and a huge cultural phenomenon within Modelo’s largest market, hispanics in southern California.
The problem was that while Lowrider Magazine was famous for cool cars, it was just as famous as depicting women in lowriding culture as nothing more than hood ornaments in bikinis meant to be ogled in a male dominated industry.
In an effort to reach culture and our audience outside of the lowrider tv spot we produced, we decided to focus on giving the women of lowriding the recognition they deserved.
The first and only Lowrider Magazine dedicated to all of the women in lowrider. The first and only Lowrider Magazine who’s cover is graced by women Lowrider car builders, the magazine was designed, shot and written by latina women. And we also donated every single ad in the magazine to latina owned businesses.
MAS QUE MODELOS
We created ads from Modelo within the magazine to pay homage and inspire the woman reading the magazine because they inspired us to create this.
Launch
We launched the special edition of the magazine on international women’s day and passed it on at The Lowrider Long Beach Socal Super Show.
We partnered with two of the artists featured in the magazine, Hey Ruca and Old School Shotz, to create the backdrop and photo ops at the event where people lined up around the block to get a magazine signed by the women lowriders featured on the cover of the magazines and to get their own cover shot too.
