Taco Bell is challenging the long-standing tradition of eating tacos on a predetermined day of the week: Tuesday.

Should any one day have all the taco glory just because it makes for a good hashtag? No. Times are changing and so are societal food norms. Which is why Taco Bell wants fans to “reBELL" against this alliteration and live every day like it’s Taco Tuesday.

We created assets (custom spray painted typography, wardrobe, environmental graphics) for three taco gangs (the Hard Shells, the Soft Shells and Los Locos) coming together to rebel against the tradition of tacos on Tuesdays and together they fight, in the form of an epic dance-off, for tacos any night. We’re asking all taco lovers to reBELL and have tacos ANY day.

Agency: Deutsch LA

Creative Directors: Jeremiah Wassom, Chris Jones

Art Director: Karter Krasselt

Copywriter: Bobby O’Neill

Head of Design: Adhemas Batista
Design Director: Jean-Lou Renoux
Senior Designer: Jun Ikeya
Designer: Jeremy Gozzip