The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

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2017 One Show - Public Relations

Adios Amigo

Agency Havas / New York + RadicalMedia / Santa Monica + Starcom Mediavest Group / New York + Edelman / New York

Client Heineken / Dos Equis
BACK TO RESULTS

Annual ID

OS_PR17001G

About the Work

After nearly ten years, it was time for Dos Equis to bid farewell to beloved advertising icon, The Most Interesting Man in the World. We needed to say goodbye in a way that would appease the millions of fans who still loved him while keeping them thirsty for what was to come. We created a carefully orchestrated campaign, allowing fans to feel like part of the story. After releasing his final spot on social media, where we could reach the largest audience, we stood by with a response center answering fans' questions and providing exclusive content like custom profile photos, a 1-800 hotline and more. In tandem, we worked with renowned publication Rolling Stone to create the first cover takeover. We even gave away the Most Interesting Man's most prized possessions on our website. Fans were able to deeply engage with the farewell narrative and stay thirsty for more.