BRIEF: At AnalogFolk, I was the Design lead for the 1800 Tequila Newgroni campaign. We were asked to create a campaign to build awareness of the 1800 Tequila spirit brand as a premium, flavourful, and accessible brand steeped in culture to attract gin and whiskey drinkers to the brand.

CHALLENGE: How do we create an emotional connection with our audience that will broaden their cocktail repertoire and convince them to try the classics with 1800 Tequila instead? 

SOLUTION: We took over Negroni Week. A cocktail traditionally made with gin, we showed our audiences how to ditch the norm and opt for different, switching out their gin with 1800 Tequila. Kicking off with a social campaign across Instagram the month prior to Negroni Week, the conversation continued through an exclusive giveaway and OOH print.