Dos Equis - first 5 years of the Most Interesting Man in the World
There's no brand quite like Dos Equis, and there's no advertising icon quite like the Most Interesting Man in the World. I was one of the first writers on this campaign, and over five years, helped it go from a regional ad buy to a national phenomenon.
Bringing the Most Interesting Man in the World and his many legends and exploits to life was an exhilarating challenge. It required nuanced writing and art direction to ensure that the Man never became gimmicky, and always retains a sense of mystery and class.
My extensive work on this brand has had its results:
- over 2 million active fans on Facebook (at the time, 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
I was integral to the success of the campaign, creating interactive, TV, radio and print work from concept through delivery.
Further, after Dos Equis scored big with its Most Interesting Academy activation, 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.