Dos Equis® // 2015 Masquerade
Agency: Geometry Global
Role: Creative Director
For the fifth-annual Dos Equis Masquerade program, we needed to create a shopper marketing campaign that inspired our Millennial target to plain their Halloween celebrations with Dos Equis. The problem? Millennials don't always plan ahead, preferring to live in the moment.
My team drew inspiration from the 2014 interactive video campaign in which fans helped the Most Interesting Man in the World find his little black book for a chance to attend the Masquerade. In 2015, we decided to reveal the coveted black book party-planning contacts, unmasking the mysteries of throwing and attending Halloween events worth remembering.
In addition to developing the concept, our contributions included:
Casting and producing a photo shoot for our four black book characters
A digital media campaign including partnerships with ibotta & eVite
Cross-merchandise off-premise partnerships
Key visuals
Supporting POS designs
Custom site design/content
Trade ads for distributors
Sell sheets for reps
I don't always ride Village Halloween Parade floats with the Most Interesting Man in the world, but when I do,
it's awesome.
KEY VISUALS:
IN STORE:
ON PREMISE:
ONLINE:
