Jose Cuervo partners with Creature London to revolutionise tequila

jose-cuervo

Global creative agency, Creature London, today launched Jose Cuervo ‘s latest movement, ‘Liberate Your Spirit’.

This bold initiative challenges the old ways of thinking about tequila, highlighting the versatile ways to enjoy it.

‘Liberate your Spirit’ by Jose Cuervo

The campaign builds on the existing Jose Cuervo brand essence of ‘Liberate Your Spirit’, where Jimadors envision the future of the Agave (tequila’s raw material), illustrating its surprisingly versatile potential, and demonstrating Jose Cuervo’s category leadership and Mexican provenance.

In collaboration with Oxigeno, Jose Cuervo’s trusted production partner in Mexico, Creature crafted two standout 30″ films with 15″, 10″ and 6″ cutdowns, DOOH, BTS social capture and a comprehensive suite of digital display and social key visuals across organic and paid media.

Commenting on the campaign, Manuel Orive Guajardo, Global Director Tequila & Mezcal at Proximo Spirits, said: “From the very start we have been bowled over by Creature and Oxigeno’s comprehension of the Jose Cuervo brand, and the creativity, attention to detail and sense of fun both agencies have brought to the project, ensuring dynamism and showcasing versatility.

“We’re confident that this digital campaign is going to step change perception of tequila across EMEA and APAC and we’re really excited to share it with the world and encourage people to “Liberate their Spirit with Jose Cuervo”.

Stu Outhwaite-Noel, Chief Creative Officer at Creature London, added: “Create a global campaign for the world’s biggest tequila brand? Go on then. Opportunities, briefs, shoots don’t come bigger, better or funner than this.

“One opportunity to be sip and savoured rather than shot down in one. And one campaign we’re incredibly proud of. Salud!”