Modelo Especial

Throughout my summer at Ogilvy & Mather, I got to work on the development of the new “Fighting Spirit” campaign that highlighted the message: in today’s divided America, it doesn’t matter where you come from, it matters what you’re made of.

For years, Modelo experienced successful growth with a core audience of Latino consumers. However, in 2016, they were approaching the end of that runway. To further grow, the brand needed to drive penetration with new audiences in the United States, without forgetting their roots. So that was an interesting needle to thread and it has been really cool to see the campaign grow and live on almost a decade later.

During the summer of 2016, I interned at Ogilvy & Mather in Chicago, where I worked under the guidance of CCO Joe Sciarrotta. This campaign was one of my favorite things I worked on that summer.