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.
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.
Our social campaign keeps Modelo's Fighting Spirit message top-of-mind and contextually relevant.
Out of Home
Sam Spratlin, Creative Director
Matt Doherty, Creative Director
Pat Burke, Creative Director
Chris Carraway, Creative Director
Kyle McCarthy, Creative Director
Ken Mason, ACD