There's no brand quite like Dos Equis, and there's no advertising icon quite like the Most Interesting Man in the World - he who doesn't always drink beer (but when he does, prefers Dos Equis).
I was one of the first writers on the Most Interesting Man campaign, and worked on it for almost five years, seeing it go from a regional ad buy to a national phenomenon.
Bringing the Most Interesting Man in the World and his many legends and exploits to life was an exhilarating challenge. It required nuanced writing and art direction to ensure that the Man never became gimmicky, and always retains a sense of mystery and class.
My extensive work on this brand has had its results:
- over 1.89 million active fans on Facebook (the most of any beer brand)
- multiple award nominations and wins (Cannes Lions, Radio Grand Mercury, Effie, D&AD)
- countless references and imitations as a pop culture touchstone
- 40% growth sales since the campaign went national
I was integral to the success of the campaign, creating interactive, TV, radio and print work from concept through delivery.