Espolòn + FOX: Deadpool 2

ESPOLÒN TEQUILA HIRES DEADPOOL AS CREATIVE DIRECTOR

Print, Out of Home, Social, Partnership, Experiential, Shopper

Award: Deadpool 2 Grand Clio, Theatrical: Partnerships & Collaborations

Brief: Utilize a movie partnership in a way that makes sense for a brand that would never in a million years do a movie partnership. Oh, and do it in a way that comic book fans, who are precious about their superheroes - especially when it comes to advertising - won’t hate.

Response: We “hired” Deadpool as Espolòn’s new Creative Director, to show what would actually happen if a brand gave complete creative control to a careless, clueless, lazy anti-hero. Expectedly, the whole thing went to sh*t. From 4th-wall-breaking social and ripped off/botched Out of Home and print executions to self aware packaging and a PR Event that was a complete disaster. Not only did fans and press love it, but we generated an organic feud with Ryan Reynolds himself, who had just conveniently bought a competing Gin brand.

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Deadpool copied pre-existing ads from the Mad Men era, lazily taping his own face and our logos over the top.

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He started beef with his arch nemesis on social

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He used our own packaging to mock our legal team and self promote

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And he put on the sh*ttiest movie premiere of all time, which included screening 10 minutes of the wrong film

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Results:

33% sales growth during active period, 54% Instagram follower growth, trillions of impressions (rounded up).

Credits:

Chief Creative Officer: Larry McGearty
Creative Director, Copy: JM DaVirro
Creative Director, Celebrity: Deadpool
Art Director: Nick Vidovich
Ryan Reynolds: As Himself