don julio tequila global
brief:
Don Julio is a well-known brand of Tequila. Don Julio was also a real but much less well-known dude whose obsession with agave and booze founded the very brand that we were relaunching globally.
idea:
With our boy DJ long gone, all that remains are fawning legends. Of how he was a weird man who did weird things in the name of tequila production, none of which made sense… until you tasted his tequila.
We created a new platform idea that’s uniquely tied to the legend of Mr. Don Julio himself.
Our spot marked the global brand relaunch of an 80 year old icon.
The ageing Don Julio brand was refreshed with a new look that leaned into its eponymous founder and his enigmatic ways. Our hero spots kicked off the campaign, which ran across both North and South America, as well as select European markets. The spots were also supported by a slew of shorter cuts, OOH, PR activations around Cinco de Mayo, social, and digital activations.