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Traktor, Havas Introduce Dos Equis' New "Most Interesting Man in the World"


Robert Goldrich
Thursday, Sep. 8, 2016


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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.


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.

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