Young Hero Toasts "Build A Bigger Table" Anthem Film for Lobos 1707

Dec. 04, 2020

Independent spirits brand Lobos 1707 tapped Young Hero as integrative agency of record to establish its “Build A Bigger Table” brand platform. In collaboration with Lobos 1707 Founder and Chief Creative Officer Diego Osorio, Young Hero developed the brand anthem film and campaign while providing creative and operational strategy to support the launch of the premium spirits line.

From the vast moonlit agave fields in Mexico, to aged PX wine barrels from Spain, “Build A Bigger Table” evokes the authentic brand heritage and legacy of Lobos 1707 Tequila and Mezcal. Journeying from barrel to table, the anthem film aesthetically juxtaposes the origin of tequila with the assembly of the Lobos 1707 team. The creative showcases vignettes of Osorio and CEO Dia Simms. Each individual’s contribution to the liquid is weaved together alongside the jimadors, bartenders, creative agency and production crew who are integral to the development of the brand and story.

Osorio says:

"Lobos 1707 was always about friends and family for me. So it was important that as the brand grew we brought on people who were not only the best at what they do; but also, who felt like they were a part of the family. Young Hero has felt like family since our very first phone call. They not only have the ability to bridge the gap between my vision and reality, but we speak the same language. They trusted both the vision and the process, and I trusted them to take it to the next level every time. They are the only team who could have had the passion, heart, tenacity and creativity to bring my vision to life so perfectly. I'm honored to call them my team and my friends.”

 

Nick Panayotopoulos, Co-Founder and Executive Creator Director of Young Hero says:

“Lobos 1707 is a world-class brand that offers everyone a place at the table. The campaign’s message drives home inclusivity and unity, while celebrating the centuries old craft of spirit distillation and aging. The brand ethos champions the wolfpack, which reflects our incredible collaboration with Diego, Dia and the team throughout development of the campaign.”

 

Roberto Max Salas, Co-Founder and President of Young Hero adds:

“When you’re first introduced to Lobos 1707, a rich brand history and passion for premium taste is evident at first sip. Our partnership with the brand focuses on conveying the authentic legacy and quality of Lobos 1707 through a multi-faceted campaign that was delivered in just four months.”

 

For creative inspiration Young Hero concentrates on the lunar cycles and explores varied lighting, texture and color to reflect the brand’s lobos (the Spanish word for “wolf”) theme. They extend this thought process to build out each of the different tequila offerings, from a new moon for non-aged Joven, to a blood moon for matured Extra Añejo. The culmination of the brand mythology and creative elements comes together in the hero anthem film. The final production, in partnership with Spanish-language production company LANDIA, is directed by Latin Grammy and MTV VMA honoree Ariel Danziger, with cinematography by Jeremy Snell, best known for his work on global campaigns for Apple, Facebook, WWF and Unicef. Post-production is by Uppercut with editorial by Paul La Calandra.

In addition to the hero asset, Young Hero is producing a series of standalone campaign films for each Lobos 1707 offering, including Extra Añejo, Reposado, Joven and Mezcal Artesanal; the first of four Liquid Stories launched on Thanksgiving. Young Hero also delivered the brand go-to-market plan, including a social media strategy, media consultation, website design, creative direction on all assets and corporate good responsibility.