Jose Cuervo Tequila Invites You to Liberate Your Spirit

Today, global creative agency Creature London unveils José Cuervo’s ground breaking new campaign under Cuervo’s brand essence ‘Liberate Your Spirit’. This daring initiative breaks free from traditional tequila conventions, showcasing innovative and unexpected ways to enjoy the iconic spirit. 

Building on José Cuervo’s brand essence of ‘Liberate Your Spirit’, the campaign transports audiences to the heart of tequila’s heritage. Here, Jimadors - keepers of the agave - envision a future bursting with possibilities, revealing the versatile and dynamic potential of tequila. This campaign not only underscores José Cuervo’s category leadership but also celebrates its rich Mexican provenance. 

In collaboration with Oxigeno, José Cuervo’s esteemed production partner in Mexico, Creature London has crafted a series of stunning visuals, including two standout 30-second films, along with dynamic 15”, 10”, and 6” cutdowns. The campaign extends across DOOH, social media, and a comprehensive digital suite, capturing behind-the-scenes moments and engaging key visuals for both organic and paid media. 

Get ready to see tequila in a whole new light with ‘Liberate Your Spirit’ - a campaign that’s as vibrant and bold as the spirit itself.

Commenting on the campaign, Manuel Orive Guajardo, global director Tequila & Mezcal at Proximo Spirits said, “From the very start we have been bowled over by Creature and Oxigeno’s comprehension of the Jose Cuervo brand, and the creativity, attention to detail and sense of fun both agencies have brought to the project, ensuring dynamism and showcasing versatility.  

“We’re confident that this digital campaign is going to step change perception of tequila across EMEA and APAC and we’re really excited to share it with the world and encourage people to “Liberate their Spirit with Jose Cuervo”. 

Stu Outhwaite-Noel, chief creative officer at Creature London added, "Create a global campaign for the world’s biggest tequila brand? Go on then. Opportunities, briefs, shoots don’t come bigger, better or funner than this. One opportunity to be sipped and savoured rather than shot down in one. And one campaign we’re incredibly proud of. Salud!"