THE ASK: TO CREATE A MULTI PLATFORM CAMPAIGN FOR THE TEQUILA BRAND ‘DELEON’ FOR PRINT, WEB, SOCIAL MEDIA, AND AN EXPERIENCE TO LAUNCH THE CAMPAIGN. THE CLIENT REQUESTED THE CAMPAIGN NEEDED TO APPEAL TO THE CELEBRITY AND URBAN MARKET.

the IDEA: DANIELA CREATED AN UMBRELLA THEME ‘WELCOME TO THE WORLD OF DELEON’ – A MYTHOLOGICAL, LUXURIOUS WORLD. ITS PART JAMES BOND, PART EYES WIDE SHUT AND INSPIRED BY THE IMAGES OF HELMUT NEWTON.  

VIDEO: USING A SERIES OF EPISODIC SCRIPTED FILMS (WRITTEN BY DANIELA), THE TONE AND MOOD OF THE DELEON WORLD WAS SET. THIS WAS TO BE LAUNCHED THROUGH SOCIAL MEDIA WITH EACH FILM, LEADING TO THE NEXT, ENGAGING THE AUDIENCE WHILE GIVING CLUES TO AN EVENT TO LAUNCH THE CAMPAIGN CALLED ‘ THE INVITATION’. THIS OVERALL CONCEPT AUTOMATICALLY GIVES THE BRAND A SENSE OF HERITAGE AND LUXURY AND ENGAGES THE AUDIENCE, WHO WAIT IN ANTICIPATION FOR THE NEXT VIDEO EPISODE, TO LEAD TO CLUES TO THE INVITATION TO THE GATHERING EXPERIENCE. THE PRESTIGIOUS DELEON CELEBRITY CUSTOMERS WOULD ALSO BE SENT AN INVITATION TO THE PARTY.

PRINT: THE PRINT CAMPAIGN SHOWS THE INVITATION ARRIVING.

THE EXPERIENCE: THE INVITATION IS TO A BLACK TIE ‘GATHERING’ OF ELEGANT MYSTERIOUS ILLUMINATI TYPES. THE EVENT WOULD BE AT A VILLA, JUST OUTSIDE OF NEW YORK, WITH ‘A LIST’ CELEBRITIES. A VILLA PROPPED WITH LUXURY SPORTS CARS, HELICOPTERS AND SPEED BOATS. WHILE HALF DRESSED, MASKED FEMALE AND MALE MODELS ARE DRAPED ACROSS THE FURNITURE, WAITERS POUR DELEON IN CRYSTAL GLASS. THERE WOULD BE LIVE MUSIC AND CIRQUE DE SOLEIL TYPES PERFORMING OFF THE CHANDELIERS. A NIGHT OF LUXURIOUS DECADENCE.

DIGITAL CAMPAIGN VIDEO

PRINT CAMPAIGN & EVENT INVITE