UK creative agency, Brave, won Brown-Forman’s El Jimador account in 2012 and has been creating intriguing ideas ever since.
This was Meet the Locals:
This year, Brave teamed up with production company, UNIT9, and the campaign is called Our Spirit unites Us. The spirit of El Jimador also rocks the wild side of life…
“It’s not every day you can say you’ve been pulled over by the police for riding a fire-breathing dragon on the open road before breakfast. But our latest global campaign for el Jimador Tequila was never going to be your average shoot.”
The campaign rocks the wild side of life also. It’s essentially a left of centre celebration of communal creativity – notably the creativity of a fire sculptor, a guerrilla projection duo and a techno DJ & artist – wrapped inside the no holds barred event they created.
The four artists were challenged to collaborate on the creation of an event that embraces Mexology, the Mexican spirit of enjoying life. They were to re-imagine the legendary Michigan Building, an abandoned theatre in Detroit. And they were do it all without a script, or a storyline, and within 48 hours.
This is the film that documents the El Jimador experiment.
The documentary style campaign film tells the story of how the derelict building was transformed into a vibrant, beautiful space – with exclusively composed music, epic projection mapping and a flame-thrower-organ. Three supporting films tell the stories of the artists themselves. The campaign is alos supported in outdoor and print.
And these are the artists:
Fire sculptor, Ryan Doyle: “I hope to leave people feeling empowered, or at least somewhat mentally violated.”
Video mapping duo, Dawn of Man: “A nice part about doing guerilla projection is that the audience is right there. We get to experience their reactions…”
Techno DJ Carolina Limón: “It’s my way of leaving my mark on the world and my revenge because I know eventually I am going to die.”
Campaign credits:
Creative agency: Brave
Executive creative director: Bo Hellberg
Director: Martin Stirling
Art director: Thom Genower
Copywriter: Rob Butcher
Project lead: Peter Booker
Crafted by: UNIT9
Creative producer: Michelle Craig
Executive producer: Richard Moore
DoP: Tom Elliott
Editors: Alex Burt/Cole Paviour
Grade: Smoke & Mirrors
Colourist: Dan Moran
