Cuervo In Your Corner
Launching a winning UFC sponsorship in a crowded arena.
Idea
Cuervo In Your Corner
Instead of focusing on the “fighting spirit,” we became the only brand to shine a light on the deep bonds formed by fighters and fans outside of the octagon. Over the course of two years, we created a series of spots that shine a light on the camaraderie that exists between fighters outside of the ring.
Challenge
We needed to launch and define Cuervo’s new UFC sponsorship—a fast-growing league, but one cluttered with other high profile sponsors- with a shoestring budget.
Insight
Other sponsors were spending $70M+ per year to win over UFC fans. Our spend was a small fraction of that and we needed a bold, unique idea to break through.
Face Off
Grapple Planning
Face Off
Grapple Planning