Dos Equis: College Football Football College by Droga5
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As college football takes center stage this weekend in the US, Dos Equis is challenging fans to test their knowledge and get educated about the sport with the ‘College Football Football College,’ a new certificate program that combines beer and fandom.
The College Football Football College, a series of free online courses that gives fans an opportunity to earn a certificate in watching college football. The certificate is a real, physical manifestation of how much students have learned throughout the semester, provided they print the PDF and hang it in their home next to other certificates and degrees.
The campaign, by Droga5 New York, comes to life in a college classroom with ‘professors’ that include former NFL players Jay Cutler and Martellus Bennett, plus ESPN host Katie Nolan and led by sports author John U. Bacon, who developed the curriculum for the online ‘college’.
In a series of spots, we learn what the college is, thanks to a cheesy-retro promo that mocks getting an actual college degree.
“I’m the first in my family to earn a football certificate from a beer school,” says one student.
In a 15-second spot, Nolan shows the best way to hike a ball, using a tall can of Dos Equis as a substitute for the ball. When her class shows it has learned the lesson, the proud teachers says, “this is why I got into drinking…teaching, this is why I got into teaching,” as she takes a sip.
Enrollment for the online certificate opened on 24 August with the launch of ten video lessons, and students are encouraged to do what they do best: binge them. Students who complete the final exam by 20 December will be automatically entered for a chance to win tickets to the College Football Playoff National Championship in New Orleans.
Credits
Client: Heineken USA
Brand: Dos Equis
Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Neil Heymann
Executive Creative Director
Scott Bell
Creative Director
Ryan Raab
Copywriter
Martellus Bennett
Senior Copywriter
Jordan Dodson
Senior Art Director
Vignesh Seshadri
Junior Copywriter
James Gross
Junior Art Director
Gianna D’Amico
Group Design Director
Devin Croda
Design Director
Victor Hu
Group Experience Design Director
Craig Wong
Senior Business Affairs Manager
Whitney Vose
Chief Creation Officer
Sally-Ann Dale
Director of Film Production
Jesse Brihn
Co-Director of Interactive Production
Justin Durazzo
Executive Producer, Film
Dave Stephenson
Senior Producer, Film
Scott Sitman
Producer, Film
Stephanie Hill
Producer, Media
Aaron Matys
Global Chief Strategy Officer
Jonny Bauer
Head of Strategy
Harry Román-Torres
Strategy Director
Nick Mashmeyer
Head of Communications Strategy
Dean Challis
Group Communications Strategy Director
Yan Wang
Senior Communications Strategist
Kevin Wilkerson
Group Account Director
Alex Woods
Account Director
Celeste Pulman
Account Supervisor
Tori Tessalone
Account Supervisor
Andrew Gaveranic
Account Manager
Kenzie Grubbs
Associate Account Manager
Laura Gonzalez
Project Manager
Joe Watana
Client
Heineken USA - Dos Equis
Heineken USA CMO
Jonnie Cahill
Vice President, Marketing Mexican Brands
Alison Payne
Dos Equis Sr. Brand Director
Ligia Patrocinio
Dos Equis Brand Director
Karla Flores
Dos Equis Brand Manager
Edith Llerena
Corporate Communications and Brand PR Manager
Thomas Hunt
Production Company
Arts & Sciences
Director
Adam & Dave
DOP
Toby Irwin
Executive Producer
John Benson
Producer
Patrick Harris
Editorial
Mackcut
Editor
Ryan Steele
Assistant Editor
Devon Flint
Executive Producer
Gina Pagano
Producer
Margarita Mutuc
Post Production
Taylor James
Executive Producer
Tara Maloney
Producers
Kate Johnson & Cuyler Mitchell
Creative Director
Yoon Deok Jang
Flame Artist
Matt Stroub
Flame Artist
Dino Tsaousis
Quality Control Engineer
Dan Purcell
Quality Control Engineer
Remy Lexington
Music
APM
Sound
Mackcut
Mixer
Sam Shaffer
Digital Production Company
Second Child
Managing Director
Scott Chinn
Head Engineer
Rob Adams
Producer
Madison Goldberg
