A Fresh Take On “The World’s Most Interesting Man”

The Challenge

After three years of running one of the most iconic ad campaigns in recent memory, Dos Equis was looking to refresh the "Most Interesting Man in the World."

CREATIVE ASSETS

A 360° campaign was created with a new voice that was executed across multiple platforms.

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Consumer-generated meme campaign resulted in some hilarious, new “World’s Most Interesting Man” quotes.

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Results

Double-digit sales growth. Multiple Cannes Lions.