Don Julio

With hundreds of thousands of fans flocking to Vegas, Super Bowl weekend remains the nation’s largest cultural moment. Tequila Don Julio, an official NFL partner, has always had a presence at the Big Game, but this year’s Vegas backdrop, a city renowned for spectacle, galvanized the brand to think BIG in how to cement its position as an icon of luxury celebration. To break-through we had to raise the bar to new heights - 1,149 feet to be exact. The STRAT hotel stands as the tallest freestanding observation tower in the US. A staple of the Las Vegas skyline because of its recognizable silhouette, we noticed a familiarity in its form. Playing on that, we transformed the landmark into a larger-than-life replica of Tequila Don Julio 1942’s iconic bottle, serving as a beacon to remind everyone to include Don Julio in their game day festivities. The first-of-its-kind projection stunt helped Don Julio drive conversation and sales during the biggest sporting event of the year.