BUSINESS OBJECTIVE Dos Equis didn't want to just talk about being Interesting, they wanted to support people with the desire to DO interesting things. As part of their 360 Summer Campaign "Most Interesting Academy", Dos Equis instituted the "Stay Thirsty Grant", a $25,000 prize to the Most Interesting submission.

STRATEGY Brands give out prizes every day, but the Stay Thirsty Grant actually had to deliver the goods. We not only needed to find people who could actually pull off interesting feats, we needed share their stories with the world. I oversaw the interagency team tasked with creating the framework for the submissions, the PR campaign promoting the grants, vetting submissions, and then working directly with the winner to make sure their idea came to fruition. Also legal approvals - SO. MUCH. LEGAL.

CREATIVE DELIVERABLES 

Website Development

Social Media/PR Strategy

Video Production

RESULTS

Dos Equis was on the forefront of user generated content. Two grants awarded and trips completed, one to Bhutan to study happiness and another to Uganda to create a documentary about environmental change.