Sauna by Euro Rscg New York for Dos Equis

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Sauna

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Industry Beers and Ciders
Media Radio
Market United States
Agency Euro Rscg New York
Creative Director Brian Platt
Account Supervisor Alexis Beechen
Released May 2012

Awards

London International Awards 2012
Radio Beverages Short List
Radio Script Writing Short List

Credits & Description

Entrant: Euro RSCG New York, New York
Dos Equis - "Sauna"
Corporate Name of Client: Heineken USA - Dos Equis
Agency Account Directors: Katie Pearson/Katy Milmoe
Account Executive: Courtney Scott
Account Supervisor: Alexis Beechen
Agency: Euro RSCG New York, New York
Chief Creative Officer: Lee Garfinkel
Executive Creative Directors: Steve Doppelt/Paul Bichler
Creative Director: Brian Platt
Copywriters: Louis Wittig/Dan Giachetti/Sam Higgins/ Paul Fix/Carlos Fernandez/John Clement/Rocky Pina/ Carter Storozynski/Mike Ludwig
Agency Producer: Erin Jackson
Associate Producer: Matt Sausmer
Director of Integrated Production: Joe Guyt
Audio Engineer: Brett Fuchs
Production Company: Euro RSCG New York, New York
Recording Studio: Outside
Audio Engineer: Bret Fuchs (Outside)
Description of the Project
Beer advertisers often assume a fairly low degree of intelligence, but our research revealed that our target actually had a brain and was rather irked by the clichés and sophomoric humor employed by the category. They felt misrepresented, misunderstood. They wanted to be seen as interesting. Inspired by this insight, we created the Most Interesting Man in the World (MIM.) Instead of soothing drinkers with generic cues of masculinity, we used the sophisticated figure of the MIM, dashingly attired, and situated in exotic and intriguing locales, to imply that all drinkers could and should be living a more interesting life.