Don Julio collaborates with Peggy Gou to create 194구 (“Gou”, like Peggy Gou), a limited edition bottle. We teased the drop by placing our 194구 iconography everywhere IRL and on social - through traditional mediums as well as pop-culture seeding where Peggy fans would be the first to know. We shot the launch film with Nabil and photography with Hong, and then circulated the campaign with a global pop-up tour spanning through cities such as NYC, LA, Seoul, Hong Kong, London, Milan and many more. Below are some highlights of the campaign:


Campaign Iconography:


Teaser OOH:

NYC

LA

Miami

Targeted OOH: Dimes Square

Cultural Seeding: EDC Mexico

Social Teasers:

Cultural Seeding: Influencers

Winnie Harlow

Miles Chamley-Watson

Nigel Sylvester

Evan Mock


Launch Film (shot on 35mm):

Launch Film BTS:

Launch OOH:

Times Square

London

Seoul

LA

NYC

Campaign Visuals:


Global Launch Pop-Up Tour

NYC

Miami - culture/influencer launch

Hong Kong

Seoul

Milan

London

Extended / Partnership Content: