Winters in Germany are really rainy.So Rainy that 35% of all German travel happens during this time.
To put sunny Mexico top of mind, we mixed the Mexican thing Germans love, Tequila,
with the weather they don´t love, rain, to create the first:
Within four days of the Tequila Cloud launch, the average Google search volume for “Mexico Travel” increased by 50% in Germany. Within two weeks, the news spread around the globe, with people demanding the cloud, and even sharing on social media their desire to book their flights to Mexico. Paid media was $60K, which generated $4.8MM in earned media and 473MM impressions.
The science behind the Tequila Cloud
1. Vaporization
We used ultrasonic humidifiers to vibrate tequila at a frequency that turned it into a visible mist.
2. Condensation
The mist was then pushed up into a plastic structure, where it condensed.
3. Precipitation
The liquid then rained as drops.
We used ultrasonic humidifiers to vibrate tequila at a frequency that turned it into a visible mist.
2. Condensation
The mist was then pushed up into a plastic structure, where it condensed.
3. Precipitation
The liquid then rained as drops.
The cloud was tied to real-time weather data, so it rained tequila every time it rained in Berlin.
AWARDS
2017 Cannes Lions
Silver in Outdoor
Shortlist in PR
2017 Ojo de Iberoamérica
Sol de Plata in Innovation
Sol de Plata in Outdoor
Sol de Bronce in PR
Sol de Bronce in Media
Shortlist in Outdoor
Shortlist in Media
Shortlist in Digital
2017 Clios Awards
Shortlist in Out of Home: Ambient
2017 LIA
Bronze in Design: Experiential Design
Bronze in Non-Traditional: Experiential
Bronze in The NEW: Experiential
CREDITS
Client: Mexico Tourism Board
Creative Agency: Lapiz
Production Company: Two Bit Circus
Sound: Earhole Studios
PR Agency: MSL Group
Creative Agency: Lapiz
Production Company: Two Bit Circus
Sound: Earhole Studios
PR Agency: MSL Group
Lapiz USA
Executive Creative Director: Luciana Cani
Creative Director: Lizette Morazzani
Head of Art: Flavio Pina
Associate Creative Director: Felipe Leite
Sr. Designer: Juan Carlos Montes
Copywriter: Ana Karina Da Silva
Art Director: Freddy Agostini
Editor: Rodrigo Cantalejo
Strategy Director: Felipe Cabrera
Strategist: Jaime Mougan
Executive Producer: Aldo Gagliardi
Producer: Juale Chavez
Account Director: Ernesto Adduci
Account Supervisor: Daniela Barceló
Account Supervisor: Maria Bonet
Assistant Account Executive: Marie Abboud
Collaboration & Process Director: Julie Ptasinski
Executive Creative Director: Luciana Cani
Creative Director: Lizette Morazzani
Head of Art: Flavio Pina
Associate Creative Director: Felipe Leite
Sr. Designer: Juan Carlos Montes
Copywriter: Ana Karina Da Silva
Art Director: Freddy Agostini
Editor: Rodrigo Cantalejo
Strategy Director: Felipe Cabrera
Strategist: Jaime Mougan
Executive Producer: Aldo Gagliardi
Producer: Juale Chavez
Account Director: Ernesto Adduci
Account Supervisor: Daniela Barceló
Account Supervisor: Maria Bonet
Assistant Account Executive: Marie Abboud
Collaboration & Process Director: Julie Ptasinski
Two Bit Circus
Engineer: Chris Weisbart
Engineer: Robb Godshaw
Engineer: Chris Weisbart
Engineer: Robb Godshaw
Filmworkers
Executive Producer: Derek Goldsmith
Colorist: Jeff Altman
Executive Producer: Derek Goldsmith
Colorist: Jeff Altman
Videographer: Robin Lockmann
