Brewed with the Fighting Spirit

Wrote TV, digital, social, out-of-home, and web content that raised a glass to those with the Fighting Spirit.

Awards and Highlights

• Bronze Effie, Beverage Alcohol Category

• Grand ARC Award, Innovative Storytelling

• ARC Award, Best Non-Fiction Series, Digital

• SABRE Gold Award - Best Social Campaign

Modelo grew by connecting with new audiences while staying true to its roots. This approach helped make Modelo the #2 most popular beer brand on Facebook and the most popular beer in the US.

TV

Our TV spots would range from stories of the Fighting Spirit to high-paced, product-focused spots. Content I wrote across TV, radio and, digital was prepared for English and Spanish audiences.

Dia De Los Muertos

We made history by creating the first branded Snap lens as well as the first branded stream for an Ogilvy and Mather client. By leveraging social posts, livestreams, AR lenses, live events, and more, we brought the celebration of Dia de los Muertos to masses.

Thousands of viewers around the world offered personalized sugar skulls, marigolds, candles, and Modelo bottles to our Dia de los Muertos altar – all in real time. We also built a Facebook Chatbot to create an interactive experience for the fans who participated online.

• Over 420k views and 4000 comments on FB Live

• Reached 20 Million via Facebook and Instagram

• 56MM total impressions

• Contributed more total dollar growth than competitors during Dia de los Muertos ($32 Million)

• Snoop Dogg even got in on the fun with our AR lens

With over 17 million uses and 33 million impressions, the lens surpassed our benchmark by 66%. With a 16.59 second average unique playtime, we also surpassed the 7-10 second average and looped for an average of 2 times.

Overall, Modelo’s lens crushed Snapchat’s benchmarks, demonstrating that people were highly engaged with the lens and creative. This continues to demonstrate the importance of using emerging technology in social media, finding new opportunities to reach a broad audience.

World Cup

In preparation for the World Cup, we partnered with illustrators across 30 different countries to create Modelo's "World Cup Can" and celebrate the Fighting Spirit of all nations.

Out of home executions went beyond product shots in order to get fan interactions on social. Can't do a bicycle kick? Flip your phone and think again.

Fighting for Better

There is a town in America that embodies the fighting spirit of Modelo Especial. Garden City is a place where all are welcome and hard work is celebrated. Partnering with CNN, we created a series of mini docs showcasing a multicultural town in the heart of America, fighting for better. This campaign went on to win two Arc Awards for Best Non-Fiction Series and the Grand Arc Award.

Modelo Michelada Week

As the official beer for Micheladas, we created "Modelo Michelada Week." Across social, website copy, and on livestreams, we crowdsourced what goes in to the perfect Modelo Michelada.

Modelo paid tribute to this timeless Mexican cerveza preparada by crownsourcing the perfect Michelada recipe and hosting the first-ever live bar experience on social.

Website

During the launch of Modelo’s website, I developed all copy, blending product details with stories of the Fighting Spirit.

Out-of-home and always-on social

Billboards, bus shelters, and screens of all sizes –– we brought Modelo's Fighting Spirit to the masses.

Images, videos, social posts and more from Modelo. Tap to enlarge images below.