Hasta La Creative!

The Dos Equis pitchman may have his own way to celebrate Cinco de Mayo, but the holiday itself often falls victim to misinterpretation, as proven in a new, timely all-digital campaign from McCann New York for Jose Cuervo.

In creating “Write Your Cinco” for the tequila giant, the agency had some fun with random folks on the street who may not be 100 percent certain what Cinco de Mayo entails. They’re pretty much all wrong as the holiday is not a reason to imbibe heralds the Mexican victory over French forces in the Battle of Puebla on May 5, 1862.

Regardless, McCann NY’s fun campaign not only tested people’s knowledge of Cinco de Mayo but enlisted actor Luis Guzman (Boogie Nights, Traffic) to read several tweets and Facebook posts–at #WriteYourCinco and WriteYourCinco.com, respectively–including one that proclaimed the 5th of May to be “hug a cactus day.”

In turn, several of the tweets were translated into artwork on a mural in Los Angeles courtesy of Tijuana street artist Charles Glaubitz. “Write Your Cinco” manages to offer viewers a clever twist on today’s festivities without being too cruel in the process.

Agency: McCann NY
Eric Silver – North American CCO
Tom Murphy – NY Co-CCO
Sean Bryan – NY Co-CCO
Mat Bisher – Executive Creative Director
Jason Ashlock – Creative Director
Sean LaBounty – Creative Director
Scott Cooney – Creative Director
Carlos Wigle – Creative Director
Zoe Kessler – Art Director
Molly Wilkof – Jr. Copywriter
Alex Cherkasov – Jr. Art Director
Nathy Aviram – Chief Production Officer
Catherine Patterson – Exec. Integrated Producer
Jill Ann Toloza – Senior Integrated Producer
Chandler Simms – Integrated Producer
Kweku Taylor-Hayford – Associate Producer
Myles Potters – Associate Producer
Lauren LaValle – SVP Group Account Director
Jon Armstrong – Account Director
Chris Jeyes – Account Supervisor

Stink Digital:

Alex Sturtevant – Executive Producer
Lauren Keller – Senior Producer
PJ Ahlberg – Lead Creative Technologist
Olivier Gillaizeau – Art Director
Stefan Dufgran – UX Lead
Marco Rosella – Senior Developer

 Good Story:

Paula Cohen – Executive Producer/ Partner
Susan Horn Toffler – Executive Producer/ Partner
Director – Jack Turits

Craft

Michael Distelkamp – Editor
Ivannah Flores – Post Producer

McCann New York launched a new digital campaign for Jose Cuervo today, promoting the limited edition Jose Cuervo Especial Gold and Silver bottles the brand is releasing in celebration of its 220th anniversary.

The animated 30-second spot, called “The Blacksmith,” shows a blacksmith hammering away to create the gold and silver bottles of Cuervo Especial. Brooding music matches the dark animation, which fit the Dia de los Muertos inspired artwork on the bottles, an homage to Jose Cuervo’s Mexican roots. In support of the video, the brand’s Instagram feed has been slowly revealing details about the new bottles since January 11th. Animated GIFS on Jose Cuervo’s social channels will follow today’s video release.

Credits:

McCann

Chief Creative Officers: Thomas Murphy / Sean Bryan

Executive Creative Director: Mat Bisher

Creative Director: Jason Ashlock

Senior Copywriter: Nick DiLallo

Senior Art Director: Ryan Quigley

Chief Production Officer: Nathy Aviram

Senior Producer: Jessica Coccaro

Music Producer: Mike Ladman

Account: Lauren LaValle / Christopher Jeyes / Rachel Heiss

Production

Animation Company: Elastic

Director: Andy Hall

Executive Producer: Jenn Sofio Hall

Music & Sound Design: Q Department

Mix Studio: Sonic Union

Engineer: Fernando Ascani

How does the world's oldest tequila maker introduce a brand-spanking-new website? By keeping one foot firmly in the past.

McCann New York has launched a new site for Jose Cuervo that's actually five sites in one. In addition to its new site for 2014, the brand also imagines what the brand website would have looked like in 1795, 1880, 1945 and 1974.

"Fully actualizing the concept in an authentic way required researching the language and design tropes of each chosen year, and then presenting what we needed to say about Cuervo through those stylistic realities," the agency says.

It's a fun idea, and 1945 and 1974 are both particularly groovy. The only downside, in fact, is that the 2014 version feels visually staid by comparison.

Screen shots and credits below.

1795 website:

1880 website:

1945 website:

1974 website:

2014 website:

CREDITS
Client: Cuervo, Proximo Spirits
Client: Elwyn Gladstone
Agency: McCann, New York

Chief Creative Officers: Tom Murphy, Sean Bryan
Group Creative Director: Mat Bisher
Design Director: Brad Blondes
Senior Art Director: Elinor Beltrone
Copywriter: Sarah Lloyd
Designer: Ledi Lalaj

Production
Chief Production Officer: Nathy Aviram
Executive Integrated Producer: Catherine Eve Patterson
Senior Integrated Producers: Geoff Guinta, Jill Toloza
Associate Producer: Lauren Bauder

Production Company: Transistor Studios
Executive Creative Director: Aaron Baumle
Executive Producer: Damon Meena
Head of Production: Jesse Kurnit
Creative Director: Jamie Rockaway
Art Director: Geoff Keough
Developer: Brian Hersey
Designers: Ryan Weibust, Diana Park, Mauricio Leon, Edgardo Moreno, Tesia Jurkiewicz, Chris Murray and Carolyn Frisch