Dos Equis // 2016 "Adios Amigo" Campaign
Agency: Geometry Global
Role: Creative Director (Shopper)
Teammates: Andrew Katz (VP of Marketing at Heineken), Erik Stinson (copy), Toby Trier (art director), Edelman (PR), Mirrorball (experiential), and Havas (brand AOR)

THE ASK

After ten years as the spokesman for Dos Equis, the Most Interesting Man in the World must say adios. Create a sendoff worthy of this beloved icon.

THE IDEA

Prior to this assignment, all of the Dos Equis Agencies Of Record worked independently, coming up with ideas within their silo of expertise. For this assignment, I proposed we break tradition and collaborate. Thakfully, the folks from Edelman (PR), Mirrorball (experiential), Havas (brand AOR), and our awesome clients agreed. No fragile egos or ownership issues hindered our creativity. Instead, we united to find the best way to send him off, and raise a bottle of Dos Equis in his honor.

The Havas Cyber Lion submission video below sums up the cohesive campaign. My main contribution was redefining the Dos Equis props cluttering Heineken storage spaces as treasures the Most Interesting Man had collected over the years but couldn't take to Mars. This became known as "The Coveted Collection" and was promoted through packaging, DosEquis.com content, TV, digital media, a live auction event, and social channels. This idea not only gave new life to old commercial props, it enabled Havas to utilize old footage in their new video campaigns. This freed up funds for other innovative ideas like the grief counseling hotline for those suffering from the sadness of saying “Adios.”