The Brief: Reposition 1800 Tequila as the sipping drink of choice for tough, discerning individuals.
The Idea: Introduce a spokesperson that leads with actions, not words, bringing to life a core tenet of toughness: "If you have to say it, you aren't it."
Role: Creative Director/Writer
Accolades: AdWeek "Ad of the Day", Fast Company feature, Creativity feature, Best Ads feature, MediaPost feature, AdForum feature, Little Black Book feature, AdNews feature (Australia).
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