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Pitch-Winning Idea for Dos Equis

How do you get people to buy your beer? Make them feel like it's THEIR beer. Dos Equis pitchman, The "Most Interesting Man in the World" was a well-loved international playboy. But that wasn't making people buy Dos Equis beer. So... we made the assumption that he'd canoodled (consensually, of course) with many willing partners around the world in his time. Which begged the question... just how many sons had he fathered? Our helpful tools then allowed you to see if he was your dad. (Spoiler alert: he's 8 out of 10 people's dads!) The lucky progeny were then handed over a (very small) share of the Dos Equis fortune. This encouraged people to buy "the beer brand they owned" when they went to the bar.

Project Roles
Art Director, Creative Director
Skills
Creative Direction
Media
Advertising, Products - Digital, Social Media Content
Pitch-Winning Idea for Dos Equis
Collaborators