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The Fighting Spirit

Modelo has gone from a beer brand to a persona. A crisp pilsner known for great taste was finally given a voice – a voice for the hardworking drinker, for those who fight for better, for those who rise from nothing.

 

The voice of the Fighting Spirit

The Fighting Spirit gave Modelo a powerful voice. We brought this message to our social platforms and our Facebook following increased twelve fold. Modelo became the 2nd most engaged beer brand on Facebook in the US. 

Digital

Spread Modelo's "Fighting Spirit" message through always-on social, digital video and branded content. Our CNN branded-content series "Garden City: Fighting for Better" showcased a surprising little town in Kansas that's breaking barriers & fighting for inclusivity. The series was viewed over 4.6 million times & received the ARC Award for Branded Content.

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Always-On Social

Our social campaign keeps Modelo's Fighting Spirit message top-of-mind and contextually relevant.

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Out of Home

Credits

Sam Spratlin, Creative Director
Matt Doherty, Creative Director

Pat Burke, Creative Director

Chris Carraway, Creative Director

Kyle McCarthy, Creative Director

Ken Mason, ACD

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