Dos Equis is always at the forefront of advertising, and their latest campaign with Droga5 was no exception. The concept: Keeping it “Interesante”, with a series of tall-tale TV spots making outlandish claims like the idea that Abraham Lincoln’s hat was so tall so he could sneak around a Dos Equis.
Droga5 wanted to release matching web content through articles that looked real at first, but quickly let people in on the joke. The sites claimed that Dos Equis was running a promotion where drinkers could win a free trip to the moon; that it was developing a scratch-and-sniff beer commercial; and that this latest campaign took more than 50 years to devise.
They wanted the articles to be real HTML within templates that felt just like real news sites, but which needed to be built fast. They provided clean, realistic visual design for three news sites and prototype code for one site, and asked us to build a framework so that fifteen articles could be rendered within these site templates and distributed to unique URLs with various faux domain names.
Cantilever devised the perfect system using Jekyll and our unique modular HTML/CSS approach. We started by building a global ruleset and scaffolding which all three templates could share – things like the underlying grid, common UI elements, typographic baseline styles, etc. We then built unique stylesheets for each of the three templates, conditionally loading them depending on the article. Finally, we constructed a build process so that content could be kept in clean, easily editable YAML files, which then rendered neatly into their chosen template and URL structure, ready for deployment and distribution on social media:
Nice coverage from Unreal Marketing News about our new campaign. #KeepItInteresante
— Dos Equis (@DosEquis) March 14, 2018
The result was a suite of very convincing responsive news site templates, built on a rapid timeline and modest budget. We had a great time adapting our practices to this novel project and helping Droga5 bring their creative idea to life.