Casamigos

Creative Campaign | PR for bats

The main pollinators of the blue agave plant face extinction, putting the whole tequila industry in danger. We aren’t talking about bees, we’re talking about bats.

The world rallied behind bees when they saw past their sting and realized how cute they really are. Using that success as a model, we made the world fall in love with bats the same way we did during this project.

We saved tequila and shed a new light on bats by exploring one simple truth:

No bats, no plants. No plants, no party.

See the brief here

Go from fear to friend

For ages, bats have been the symbol of vampires, nightmares and horror stories; something to scare the kids before bedtime.

This fear has shaped how generations of people see these sweet little creatures.

In reality, bats are excellent parents. They only raise one pup at a time and their colonies double as nurseries where they all share responsibility in raising their young until they learn to fly.

Bats are also one of the most diverse species on the planet. All together, they make up over 20% of all mammals across 6 continents.

They’re critically misunderstood; seen as something to fear but really should be something to admire.

Bats and plants have an old bond

The bond they share with the agave plant is one of the oldest in the natural world, developed over millions of years.

Every year, hundreds of thousands of bats lose their lives due to climate change shrinking the ecosystems they call home. Flattening landscapes due to housing developments and agriculture destroy their roosts and ruin their chances of raising families.

With only about 5,000 agave pollinating bats left in the world, that bond is at risk of being broken.

We fell in love with Mina, you will too

To change how we look at bats ourselves, our team took a trip to the Richmond Metro Zoo to meet one.

Mina is a flying fox born at the zoo. She never learned to fly because her mother passed away when she was young. A few years ago, a fire broke out in one of the zoo’s buildings. Worried she may not make it, a zoo keeper braved the flames and ran back inside for her, saving her life.

Despite being unable to fully use her wings and having perpetual sniffles because of smoke damage, she still lives a joy-filled life. Stuffing her face with fruit and taking naps are her favorite things and honestly, who can blame her?

We fell in love with Mina. Not only for her cuteness, but also for her resilience. So much bravery, bundled up in such a tiny package.

Stories like hers inspired this campaign.

We knew that if we leaned into our love for Mina, then others would fall in love with her too.

Bats make nightlife worth living

Bats are inspiring little creatures who hold each other close and are undeniable parts of the land they live in. Without them one thing is true:

No bats, no plants.
No plants, no party.

The Team: Kaitlyn Gough (Art Director) | Kayliah Hunt-Kendrix (Copywriter)

Bats Are The Real Amigos

Please enjoy more photos of bats

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