Emerging out of the lockdowns observed nationwide in spring 2020, our team was approached with an ask from our client: how can Dos Equis encourage safe beer drinking this summer? I suggested we urge consumers to "Practice Safe XX" amid the ongoing pandemic, and out of that notion was soon born the Seis-Foot Cooler.
What started as a tiny mockup in my photoshop window quickly became a true feat of feet. Consumers were buzzing all over social media, eager to get their hands on one. At launch, our limited drop of coolers were all claimed in under dos minutes.
The campaign resulted in 914 million+ total impressions, and a 306% boost in social conversations.
Agency: Fast Horse