Dos Equis sells a lot of beer in the Sunbelt and the Sunbelt loves college football, ergo Dos Equis loves college football. Simple marketing math.
They wanted to make game day even better for fans, but fans already think Saturdays down south are pretty perfect. So, instead of inventing something new, we took a beloved piece of the game — the marching band — and brought it to the tailgate.
Only as an incredible, 36-piece mechanical non-marching band.
Role: Lead Creative