Creativity

Dos Equis: Stay Thirsty

Who knew the world's greatest Renaissance man was also a Dos Equis connoisseur? Well, the proof is in the brew with Euro RSCG 4D's digital component of the "Most Interesting Man in the World" campaign for th

Published on Jun 27, 2007

Editor's Pick

Who knew the world's greatest Renaissance man was also a Dos Equis connoisseur? Well, the proof is in the brew with Euro RSCG 4D's digital component of the "Most Interesting Man in the World" campaign for the Heineken USA-owned brand.  The agency uncapped a microsite that celebrates Dos Equis via the campaign's central character, letting him tell his fabled story and reveal his worldly exploits. 

The man in question, who remains nameless but bears a strong resemblance to Hemingway, comes off as eloquent, sharp-witted and slightly (though deservedly) arrogant, as witnessed by the copy throughout the site. His mission is to find a new assistant to replace one that's deceased. But before you "apply" for the gig, you can take a tour through "the Hall of Portaiture," a gallery of the man's adventures (i.e. chess, deep-sea diving and tiger wrestling) and watch "Video artifacts," which include his Dos Equis TV spots and other video footage that provides "further proof of his interestingness."

Of course, being an assistant to the most interesting man in the world is a fairly tall order, and our guest of honor makes sure to put "candidates" through the ringer via a pair of numbing, cheeky games that test patience and strength—one includes a virtual arm wrestling match with historical figures like Stalin and Mao (something our protagonist claims to have really done in the past). Additionally, a litmus test with a few off-the-wall questions finishes the application process, where you can then send to friends or visit the man's "benefactors," which is actually a link to the 4D-redesigned official Dos Equis homepage.

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About

Credits

Date
Jun 27, 2007
Client:
Heineken USA
Agency:
Euro RSCG 4D
Agency:
Euro RSCG Worldwide New York
Executive Creative Director:
Pat Stern
Creative Director:
Brandon Henderson
Creative Director:
David Weinstock
Executive Creative Director:
Jeff Kling
Creative Director/Art Director/Copywriter:
Karl Lieberman

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