Dos Equis: Cinco Equis by Droga5

Agency: Droga5
Client: Dos Equis
Date: May 2018
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Mexican beer Dos Equis is getting in the spirit of Cinco de Mayo by adding three more Xs to its can.

Cinco Equis finds the Mexican flag colors backing five big Xs on the can, and the brand is promoting the stunt with some humorous, profanity-bleeped videos with Workaholics star Blake Anderson. The comedian and actor is appearing in two cheeky new videos created in partnership with Funny Or Die. The videos pay homage to the often misunderstood holiday and the unmistakably literal meaning of Cinco Equis.

Cinco Equis was created by Droga5 and Funny or Die as part of the Dos Equis ‘Keep It Interesante’ campaign, which encourages the act of taking a morsel of truth and enhancing a story for the sake of keeping friends entertained and engaged. By adding more Xs and unofficially claiming the throne of official beer of Cinco de Mayo, the beloved Mexican beer brand is wearing that embellishment on its can.

Credits

Client: Dos Equis

Agency: Droga5 NY

Creative Chairman: David Droga

Executive Creative Director: Scott Bell

Creative Director: Ryan Raab

Copywriter: Ryan Snyder

Art Director: Katie Willis

Junior Copywriter: Jenny Yoon

Junior Art Director: Maria Kouninski

Junior Copywriter: James Gross

Junior Art Director: Gianna D’Amico

Group Design Director: Devin Croda

Designer: Erin Wilson

Senior Business Affairs Manager: Whitney Vose

Producer, Media: Aaron Matys

Producer, Print: Rose Mahan

Producer, Print: Alyssa Dolman

Group Strategy Director: Ramon Jimenez

Strategy Director: Nick Maschmeyer

Strategist: Alexandra Cohen

Communications Strategy Director: Yan Wang

Communications Strategist: Clark Cofer

Group Data Strategist: Andea Campbell

Data Strategist: Joshua Gordon

Group Account Director: Ed Rogers

Account Director: Celeste Pulman

Account Supervisor: Taylor Berry

Associate Account Manager: Kenzie Grubbs

Project Manager: Hillary Jordan

Associate Counsel: Zachary Werner

Client: Dos Equis

Chief Corporate Affairs Officer: Tara Rush

Senior Brand Manager: Quinn Kilbury

Brand Manager: Hannah Dray

Manager, Corporate Relations: Kierstin Crane

Media Director: Betsy Paynter

Production Company: Funny or Die

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Agency: RGA
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