Dos Equis: College Football Football College by Droga5

Agency: Droga5
Client: Dos Equis
Date: Aug 2019
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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

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