In 2012, I joined a team of 6 creatives tasked with keeping the Most Interesting Man in the World interesting.
For the next two years, I helped steward the Dos Equis brand across all media, producing broadcast and OLV, redesigning their webpage, developing experiences with partners like Tough Mudder, and producing year-round social content. Our team grew their Facebook fans to 3 million—a steep task given the age-gate requirement for alcohol brands—and increased sales 22% when the rest of the macro-brand category was in steep decline.
AdWeek / AdWeek Top 5 Ads of the Week / Creativity / AdAge / AdWeek / Time Magazine / AdWeek / Creativity / Adweek / Huffington Post / Creativity / Fast Company / Creativity / AdAge / Huffington Post / Adweek / The New York Times / Creativity Editor's Pick
Broadcast
“One of the campaign's better spots in
recent memory”
-Adweek
2014 Olympics
The first spot to “break the mold,” Marty Bonacorso and I wrote a spot where the most interesting people talk about the Most Interesting Man.
Digital
While broadcast may be the more recognizable part of the Dos Equis campaign, digital was the bread and butter. Pumping out content year round was our specialty. Not only did we create and execute the social calendar (increasing Facebook fans from the low hundred thousands to over 3 million), we also launched their Instagram page and frequently produced activations, OLV, even creating a fake national holiday, bringing life to the brand where people interacted with it most.
Dos de Mayo
In 2013, we had a Dos de Lemma when we realized Cinco de Mayo fell on a Sunday. So we created a fake holiday fondly called “Dos de Mayo” and celebrated in bars across America. One even hired a local sword swallower.
Consumers were directed to the Dos de Mayo website where they could register their own party, find a participating bar, or win a trip to Maxim's Dos de Mayo party in Los Angeles.
Press
Fast Company // Creativity // AdAge
“Dos de Mayo celebrations … run rampant from city to city leaving nothing but foam and tortilla dust in their wake.”
-Fast Company
The Most Interesting
Egg Nog Recipe
He’s traveled the world, so it only makes sense that The Most Interesting Man would have a holiday egg nog recipe unlike anything else.
Best of all, fans of Dos Equis could make their own Most Interesting Egg Nog at home.
The Most Interesting Man’s takes “On” everything
The Most Interesting Man has lived a full life. Which means he has a lot of wisdom to bestow. To one-liners going off-air, we created a series of short OLVs featuring the MIM dispensing bite-sized drops of wisdom.
Recollections
The Most Interesting Man is a world-traveler. Which means he’s met a lot of people over the years. So we asked the question “what was it like to run into him?”
In Recollections, regular people recount the experience.
Skywriting
In preparation for Dos de Mayo, we let our fans pick the best user-submitted line to be written across the LA sky.
The Legend of You
People love to compare themselves to The Most Interesting Man In The World. With the Legend of You Facebook app, fans were finally able to create a shareable video about themselves.
Creativity Editor's Pick / Facebook Studio Awards Finalist
Michael Ian Black also helped garner some press by being called out for our paid tweet, causing some unintended consequences. The results were hilarious.
Huffington Post / Adweek / The New York Times
Reaction Gifs
The public already modifies the Most Interesting Man for their own uses. We decided to help them out and produce a series of GIFs.
Recognition
Cannes Lion Bronze (3)
Cannes Lion Finalist (3)
Effie Sustained Success Gold
Radio Mercury Award Finalist
Communication Arts
New York Festivals Second Prize
Kinsale Shark Silver
One Show Merit (6)
AICP Shortlist
D&AD In Book
D&AD Wood Pencil
London International Awards Gold
