There's no brand quite like Dos Equis, and there's no advertising icon quite like the Most Interesting Man in the World - he who doesn't always drink beer (but when he does, prefers Dos Equis).
Bringing the Most Interesting Man in the World and his many legends and exploits to life was an exhilarating challenge for us. It required nuanced writing and art direction to ensure that the Man never becomes gimmicky, and always retains a sense of mystery and class.
Our extensive work on this brand has had its results:
- over 1.89 active fans on Facebook (the most of any beer brand)
- multiple award nominations and wins (Cannes Lions, Radio Grand Mercury, Effie, D&AD)
- countless references and imitations as a pop culture touchstone
- 40% growth sales since the campaign went national
We were integral to the success of the campaign, creating interactive, TV, radio and print work from concept through delivery.
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the Most Interesting Cargo Hunt
In 2009, Dos Equis scored big with its Most Interesting Academy. We needed to build on that - getting more people enrolled and spending even more time on site. Enter the Most Interesting Cargo Hunt.
With a story about the Most Interesting Man in the World abandoning his 150 most valuable artifacts in the midst of a crashlanding, we launched a national search at dosequis.com/cargohunt. Backed by heavy media play including an original video and event booths at popular concert sites, the Cargo Hunt had as its central feature a map-based game that rewarded users with Monopoly-style artifacts (as well as real-world instant win prizes). With a real cargo-hunting trip to Mexico as the prize, enrollment doubled that of the previous year's effort, with many contenders coming to the site multiple times a day.
Dos XX Cargo Hunt 30 second
the Most Interesting Academy
Going into its first year as a national campaign, Dos Equis needed a large below-the-line concept that would tie social events and PR to a fun and interesting interactive experience. We conceived, created and constructed the Most Interesting Academy - the educational wing of the efforts of the Most Interesting Man in the World.
The Academy was structured so that Dos Equis fans could take online courses and play addictive games in order to win a coveted role as one of the Top Scholars. Massive touring events, innovative media and a webseries starring survival expert Bear Grylls were also part of the mix. Enrollment and time on site far exceeded the brand's expectations.
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Mirinda is the Pepsi to Fanta’s Coke–a small blip on the radars of a global audience. On top of that, every Mirinda marketing group across the world was running different campaigns, under different messaging, targeted at different demographics. Our job was to unite the brand under one message that teens could get behind. Instead of Disney-esque cartoons and Harry Potter magic associated with Fanta, we took the cool, trippy, older brother angle. We wanted to make everyone understand what it feels like when the bubbles hit your tongue, the colors catch your eyes, and the flavors tickle your brain. That's when we arrived at Mess With Your Senses—something anyone with a brain, mouth, nose, eyes, and ears could understand.
And then we launched an integrated campaign in over 30 countries, on 5 continents, all in drastically different cultures.
Mirinda Film Multi-Fruit
Mirinda TV Orange
POS: Mess With Your Senses Musical Poster
We had to create a POS poster that could transcend varying budgets, cultures, and tech capabilities, and—most importantly—“Messes With Your Senses.” Using 3 AAA batteries, a microchip, and conductive ink, and the help of Ted-fellow Kate Stone, we transformed your everyday convenience store ad into an interactive, sensory music poster.
POS: Musical Poster
We wrote the book on how Mirinda behaves in social, giving a look and voice that the markets could then run with. Here are a few examples.
Teens communicate with these animated Emoji-looking things. So we made some custom Mirinda ones.
Pepsi Pass is the customer loyalty program reimagined. Instead of simply tallying points redeemable for swag, Pepsi Pass works off the insight that its millennial target values experiences over stuff. So Pass incorporates innovative mobile technology, such as GPS and seamless Facebook integration, to create a program that incentivizes consumers to hang out with friends.
Get hyped For Half Time
When it came time to surprise people in the days leading up to the 2014 Pepsi Halftime Show, most other agencies pitched big glitzy, youth-oriented stunts. Instead, we made a genuinely heartwarming documentary about making Super Bowl halftime dreams come true for one lucky old man. And it worked.
Pepsi Twice in a Lifetime
Brisk Kinda Out There
Sometimes your brand's best assets are hiding in plain sight. This was one of those times. Brisk Iced Tea had some seriously cool characters on its product packaging that had never been treated as more than a graphic element. So we created the Brisk: Kinda Out There campaign, bringing the characters to life.
First, by creating proper character personality sheets, and then bringing those characters to life in a host of short, weird, and entertaining five second shorts to promote a contest for a seriously cool clothing line designed in collaboration with МИШКА.
Brisk Kinda Out There: The Supercut
Brisk Iced Tea, was given a free billboard in Park Slope, Brooklyn. We took this as an opportunity to build a full activation, rather than just another static out of home ad.
This forgotten piece of PepsiCo surplus ad-buying was transformed into a fully functioning hotline delivery program, and engaging social experience for our target market in Brooklyn and beyond.
THE BRISKTAPE - "Daydream" with R.O.B.E.R.T. Robotos
What do you do when your brand has weird cartoon characters and a partnership budget? Work with VICE and have musicians create fresh tracks and pair that with insane animation from the folks at Animation Domination High-Definition.
Collaborating with the teams at VICE, Josh Pan, Erick The Architect, Phony PPL, and the makers of ADHD, three original tracks and accompanying music videos were created. Additionally, behind the scenes videos featuring each artist and their process were created to give our audience a deeper look at the minds behind the tracks.
THE BRISKTAPE - "Shallow Water" with Bernie The Shark
Brisk Kinda Out There Tumblr
And where do you put all this stuff while keeping an day to day social communication going well... A Kinda Out There Tumblr
THE BRISKTAPE - "A Tail of Two Llamas" with Larry & Leon Llama
Ad Council Breath Easies
Childhood asthma is scary enough. Why does their advertising have to be? We knew that if we could put a message into clickworthy pop songs by pop vet Parry Gripp, that kids would watch over and over again - and that means their parents would also learn the lessons that could keep their children from having attacks.
The Breathe Easies - Smoke
The Breathe Easies - Vacuum
The Breathe Easies - Mold
When we started as the lead creative team on Pepto Bismol, they had a problem: how to grow sales of a product that practically every American already has in their medicine cabinet? Let alone one that for everybody is linked to 'upset stomach, diarrhea'.
We chose to focus on shared occasions, holidays and cultural milestones. You know, the times when everyone tends to gather round, eat and drink a little too much… or a lot too much. By focusing on the celebration rather than the symptom, we started to change people's concepts of what Pepto is and why you should always have it handy.
In nine months, we almost tripled the Facebook fan count. And about that double digit growth? Sales grew 16% before the year was out.
Feast For All
We created a FB page during the holiday season. Every time someone liked Eric's Turkey, we donated a turkey to Feeding America
Pepto Bismol: Shrimp Boat TV :30
Not all elves get to make toys.
Pepto Bismol: Fondue PreRoll :15
Ask A Shrimp Boat Captain
GRILL FAIRY - Pepto Bismol
Right before summer hit and grill season was about to begin we ran a social promotion to give away a new grills. .
Hornitos Tequila wanted to move from a position of storied authenticity, to one of legitimate yet urbane fun. We helped them, by turning their stuffy old website into a GIF machine that perfectly captured the vibrant excitement and flavor of a Hornitos night. Check it out in real life here.
Hornitos GrabLife 4.2
Sauza Make It With A Life Guard
Sauza tequila hit upon a great idea to target women who love margaritas: hot shirtless guys who love making them margaritas even more. The only problem was, they didn't know how to bring their creation to life online. We took the reins and turned the Sauza Lifeguard into a digital mainstay, complete with fun videos and printable items.
To celebrate their Winter 2009 line, Lacoste wanted a short-term site: something bold, catchy, and full of momentum.
We conceived and crafted Lacoste Momentum, a site allowing Lacoste fans to create their own one-of-a-kind music videos inspired by a selection of hot tracks and the Lacoste line. Central to this site was our creation of a real-time video kaleidoscope, in which keystrokes caused changes of color, product, and launched jumping models, all adding up to a truly unique music video. To keep the momentum going, users could share the video as well as their Lacoste holiday wish lists to the world.
Lacoste Momentum Demo
The Atlantic Think Again
How do we reinvigorate a magazine that for 150 years has built its reputation on asking the most thought-provoking questions?
By presenting them in a way that can't be ignored.
After shooting 14 films from Montauk to the streets of New York, a print and wild posting campaign featuring the neon questions added texture to the project. We produced ambient media that resonated with consumers, when all they were thinking about is which brand of coffee to buy. We created a website that became a vibrant home for rich debate. To date, the campaign has resulted in an 197% increase in online revenue.
The Atlantic Think Again
State Farm NBA
Crash The Glass
Set The Trap
State Farm Music
Neighborhood Sessions is a societal impact program where an artist or athlete goes back home to throw a concert for their community, which airs on TBS.
But in this day and age, kids no longer watch TV—they do everything on their phones. With the help of Done+Dusted, long-time broadcast producers of the Victoria's Secret Fashion Show, we brought the show to the fans with the first Neighborhood Sessions on Facebook Live, hosted by Chris Paul and DJ Khaled. While we were able to curate one of the hottest lineups of rap artists, fans were treated to several surprise guests with the likes of Future, Meek Mill, Fat Joe, and Remy Ma, who had only heard about the show that day, but really wanted to get involved…for free.
We also teamed up with the Hudson Dusters—creators of the And1 Mixtape—to create an exclusive music documentary which’ll be dropping soon. Stay tuned!