Hornitos Tequila: A Shot Worth Taking by The Community

Date: Sep 2017
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Entitled 'A Shot Worth Taking,' the campaign celebrates the tequila brand’s history as a shot-taking, boundary-pushing brand, inspiring fans to adopt this same mentality. It includes online video advertising, social media content, and OOH executions, as well as television advertising slated to launch in 2018.

The campaign features several real-life shot takers identified and selected through their own crowdfunding pages. Hornitos provides each individual with financial support, in exchange for the digital media spotlight, as they take their so-called shot in life.

The group includes aspiring Mexican-American hip-hop artist Zairah, who Hornitos moved from Alaska to Los Angeles so she can pursue her dreams. Other real-life spotlights are shined on drag show producer Marc Singer, Hollywood stuntman Kyle Williams, as well as aspiring denim fashion designers Phillip Landrum and Phil Lee. Sara Alize Cross, a former fashion industry professional who took her own “shot” by switching her career to filmmaking, directed the campaign, while the Community/La Comunidad created and produced the digital and social media campaign.

Credits

Agency: the community

VP, Executive Creative Director: Rodrigo Butori

Associate Creative Director: Marcelo Padoca

Associate Creative Director: Fernando Reis

Sr. Copywriter: Aaron Zimroth

Sr. Art Director: Aaron Willard

Copywriter: Lyndsey Stormer

Art Director: Juan Aguilar

Group Account Director: Mattia Nicadanno

Account Supervisor: Jessica Patino

Account Executive: Alaina Zuniga

Account Coordinator: Paola Rodriguez

Director of Planning: Tyler Witkin

Junior Planner: Jennifer Alonso

Director of Digital: Andy Amendola

Senior Digital Strategist: Maryam Hosseini

Executive Producer: Laurie Malaga

Producer: Lucia Riquelme

Manager of Creative Services: Mariana Sokolowski

Brand: Hornitos Tequila

VP World Whiskey and Innovation: Malini Patel

U.S. IMC Lead: Jeanette Cutler

Sr. Brand Manager: Beth Krigel

Associate Brand Manager: Kelsey Gallagher

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