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: