The brief asked us to make this vodka, which is packaged in a gin bottle, the “official” spirit of a tequila holiday. We had to read the brief more than twice.
The most elegant solutions are almost always ones that either occur to you immediately or are born out of weeks of meditating, formulating, and long showers. Every now and then you come up with a line that feels so natural - almost obvious - that you put pressure on yourself to over-explain how it took so long to land on it.
But coming up with the line was only the beginning. We needed to create a campaign. So a series of ads with equally witty headlines was devised, along with a look and feel that stuck around the Cinco art department long after the May holiday.
The signature 5 stars, hidden in a graphic element of celebratory confetti became the go-to look for all things Cinco.
In addition to the campaign concept, we delivered a full kit, including custom high-res brush swatches, illustrations, color palettes, and even scripts for Adobe Illustrator that would randomize the confetti in any number of branded color combinations. To top it off, a campaign-style guide was provided.