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Creative

Tequila Herradura Leaves Ordinary Behind with First Global Campaign

Energy BBDO brings Herradura's colourful extraordinary party to life

Tequila Herradura Leaves Ordinary Behind with First Global Campaign

Today Tequila Herradura launches its first-ever global campaign, ‘Extraordinary Awaits,’ with a rebranded image and new 30 second film. In a category that has become repetitive and expected, Tequila Herradura aims to carve out its unique position. In this new campaign, the 150-year-old tequila brand highlights the extraordinary possibilities that await when you try this world class and award-winning spirit. The campaign was made with creative advertising agency Energy BBDO. This is the agency’s first campaign for Tequila Herradura.

The film follows a female protagonist as she navigates a stale party. After choosing to make a cocktail with Tequila Herradura, she unlocks a night of colour, energy, and movement. 

The musical track that plays was created specifically for this spot in partnership with Squeak E. Clean Studios.

The new campaign will run on television, online, social and out-of-home (OOH) globally this year. Aspects of the OOH campaign, like a series of vibrant murals, were done in partnership with surrealist Colombian artist Carolina Nino.

If you are unfamiliar with Tequila Herradura, it is an ultra-premium tequila, produced using many of the same authentic techniques when the first bottle was enjoyed more than 150 years ago. It is produced at Casa Herradura, located in Amatitan, Mexico, the last true tequila-producing Hacienda left on the planet. The brand has an extraordinary history, credited with creating both the first Reposado and Extra-Anejo categories, and always aging its tequilas well past industry standards.

This summer Tequila Herradura invites you to raise a glass and experience the extraordinary.

“With over 150 years of tequila production under our belts and credited with creating the Reposado and Extra-Anejo categories, Tequila Herradura has always been extraordinary,” says Mia Simpson Culp, managing director, Tequila Herradura. “With our new extraordinary brand campaign, we’re inviting consumers to raise a glass this summer as we bring out what is extraordinary in all of us.”

“We were given the opportunity to create a visual feast for the senses, from the set design, to wardrobe, to the VFX,” says Monique Kaplan, SVP creative director, Energy BBDO. “The film really captures the essence of Tequila Herradura and seeing where the night may take you.”

"We wanted to make the cocktail shaker an integral part of the track. The power in the shaker is meant to transform this very stiff and dull gathering into a vibrant party, just as Tequila Herradura can transform a night,” said Justin Hori, composer, Squeak E. Clean Studios. “For this song we collaborated with artist and good friend, Piwa, who wrote a great hook in Shona, the native language of Zimbabwe."


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Client

Client: Brown-Forman

Product: Herradura

Title: Extraordinary Awaits

Agency

Agency: Energy BBDO

Chief Creative Officers: Josh Gross & Pedro Pérez

Creative Directors: Monique Kaplan & Lucas Owens

Associate Creative Directors: Jordan Sparrow & Ricky Johanet

Sr. Art Director: Allie Salzman

Copywriter: Lucy Butka

Head of Integrated Production: John Pratt

Executive Producer: Jeff Davis

Producer: Lily McNamara

Director of Print Production: Mary Day

Executive Art Producer: Liz Miller-Gershfeld

Executive Director of Music: Daniel Kuypers

Music Producer: Nick Maker

Managing Director: Lianne Sinclair

Group Account Director: Billy Jones

Account Supervisors: Rachel James & Ricardo Delgado

Group Strategy Director: Allison ArlingGiorgi

Global Strategy Director: Kaitlyn Thompson

Project Manager: Alisa Lollino

Production

Production Company: Biscuit Filmworks

Director: Ben Strebel

Partner/ Managing Director: Shawn Lacy

Executive Producer: Andrew Travelstead

Producer: Simon Eakhurst

Head of Production: Sean Moody

Director of Photography: Katelin Arizmendi

Production Designer: David Lee

Wardrobe Stylist: PC Williams

Kiev Service Company: Radioaktive Film

Edit

Editorial Company: Stitch Editing

Editor: Phil Currie

Assistant Editor: Freddie Joiner

Producer: Angela Hart

Visual Effects and Post

Visual Effects and Post Production: Rascal Post Ldn

Creative Directors & VFX Supervisors: Andrew 'Barnsley' Wood & Gareth Brannan

Flame Artists: Richard McKeand & Matthew 'Wispy' Clarke

CGI: Phil Maddock, Russell Tickner, Gatis Kurzemnieks & Martin Fausek

Colorist: Nicke Cantarelli

Senior Producer: Lou Cherry

Audio

Audio Company: Flare Chicago

Senior Audio Engineer: Steven Aguilar

Executive Producer: Jenny McDonald

Media

Media Agency: Spark Foundry

Music

Music: Squeak E. Clean Studios

Creative Director: Justin Hori

Composers: Justin Hori & Tapiwa Musimbe

Executive Creative Producer: Chris Clark

Freelance Senior Producer: Rob Dennler

Head of Production: Amanda Patterson

Category: Alcoholic Beverages , Spirits