Snake Dance by @radical.media, Euro Rscg New York for Dos Equis

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Snake Dance

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Industry Beers and Ciders
Media Film
Market United States
Agency @radical.media
Director Steve Miller
Executive Creative Director Steve Doppelt, Kash Sree, Paul Bichler
Creative Director Brian Platt
Art Director John Clement, Jon Vall, Carter Storozynski
Copywriter Mike Ludwig, Dan Giachetti, Louis Wittig, Brian Platt
Agency Euro Rscg New York
Art Director Rocky Pina, Andrew Walko
Copywriter Sam Higgins
Released May 2012

Awards

Cannes Lions 2012
Film Lions Best Use of Other Digital Media in a Promotional Campaign Silver

Credits & Description

Category: Alcoholic Drinks
Advertiser: HEINEKEN
Product/Service: DOS EQUIS
Agency: EURO RSCG NEW YORK
Production Company: @radical.media, New York, USA
Chief Creative Officer: Lee Garfinkel
Executive Creative Director: Steve Doppelt/Paul Bichler
Creative Director: Brian Platt
Copywriter: Brian Platt
EditingCompany: Euro Rscg
Editing Company: Euro Rscg

English Description
Building off the long running Most Interesting Man campaign, and it’s well know tagline “Stay Thirsty My Friends,” Dos Equis utilizes “A Darker shade of thirsty” to introduce consumers to Ambar, their darker, and less well known offering. These spots reveal a previously unseen darker, more mysterious, and seductive side of the Most Interesting Man in the World (MIM). The focus on some of the MIM’s “darker” advice helps to highlight the distinguishing characteristics of Ambar and create intrigue around the product.