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Silver Winner

Entrant: Havas Worldwide, New York
Dos Equis
  • Corporate Name of Client:
    Heineken USA- Dos Equis
  • Agency Account Directors:
    Katy Milmoe
    Maria Massat
  • Agency:
    Havas Worldwide , New York
  • Chief Creative Officer:
    Lee Garfinkel
  • Executive Creative Directors:
    Steve Doppelt
    Paul Bichler
  • Copywriters:
    Louis Wittig
    Paul Fix
    Carlos Fernandez
    Dan Giachetti
    John Clement
    Rocky Pina
    Sam Higgins
    Lee Garfinkel
  • Executive Agency Producer:
    Dave Evans
  • Agency Producer:
    Matt Sausmer
  • Director of Integrated Production:
    Joe Guyt
  • Audio Engineer:
    Brett Fuchs
  • Description of the Project:
  • Our research revealed that our target did actually have a brain and was rather irked by the clich├ęs and sophomoric humor employed by much of the category. We sniffed an opportunity.
    Inspired by this insight, Dos Equis turned the category conventions on their heads. In place of Joe Drinker with an easily relatable lifestyle, we created the Most Interesting Man in the World (MIM), dashingly attired in Hemingway-style suits, situated in highly exotic and intriguing locales.