Dos Equis has released a feature film-style trailer, titled “Cantina,” offering a look at the new "Most Interesting Man in the World" (portrayed by actor Augustin Legrand).
The Traktor collective directed this teaser for Havas Worldwide New York.
Beyond a new face, the creative look and feel will continue to evolve, as the character’s adventures unfold in real time and viewers are brought into the action. “It’s the beginning of a new era of interesting. With 'The Most Interesting Man' not just telling us about his adventures, but inviting us to be part of them,” said Toygar Bazarkaya, chief creative officer of the Americas at Havas. In the coming months, fans 21+ will have the opportunity to experience versions of the Most Interesting Man’s latest exploits for themselves, with their friends.
On October 19, synced with Dos Equis’ College Football Playoff sponsorship, the brand will fully reveal the new "Most Interesting Man" with a vignette-style commercial. The October launch will be supported by social integrations on Snapchat, including a national lens available for College Football Game Day, Saturday, October 22.
Credits
Client Heineken/Dos Equis Agency Havas Worldwide New York Toygar Bazarkaya, chief creative officer of the Americas; Jason Peterson, chief creative officer of North America; Jason Musante, group executive creative director, managing director; Jim Hord, executive creative director; Keith Scott, Paul Johnson, group creative directors; Jonas Wittenmark, Tobias Carlson, Paul Fix, creative directors; Matthew Hock, David Fredette, associate creative directors; Larry Lac, director of social marketing; Rachel Korenstein, social strategist; Katie Campo, social coordinator; Tim Maleeny, chief strategy officer, North America; Maggie Gross, brand and digital strategy director; Stacey Kawahata, Cassie Taylor, sr. strategists; Vin Farrell, global chief content officer; Dave Evans, Sylvain Tron, heads of content, North America; Jill Meschino, executive producer; Lauren O’Driscoll, Alex Zubak, jr. producers. Production Company Traktor Traktor, director; Hoyte van Hoytema, DP; Rani Melendez, exec producer. Production Company Rattling Stick Joe Biggins, exec producer; Richard McIntosh, head of production; Hayley Wyatt, staff coordinator. Editorial Final Cut Rick Russell, editor; Stephanie Apt, exec producer. VFX The Mill Angus Kneale, chief creative officer, NY; Verity Graham, exec producer; Tara Demarco, VFX shoot supervisor; Michael Smith, sr. Flame artist. Sound Design Yessian Weston Fonger, sound designer; Marlene Bartos, exec producer. Telecine Company 3 Tom Poole, colorist; Clare Movshon, producer. Audio Post Sound Lounge Tom Jucarone, sound engineer. Music Beacon Street Studios Adrea Lavezzoli, exec producer.
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
