Casamigos

Studied scientific articles on bat populations – Contemplated the relationship between admiration and fear – Met a real bat

Background
To build goodwill with Gen Z, Casamigos needs a meaningful cause to support.

Problem
There are only 5,000 agave pollinating bats left in the wild. With key pollinators facing extinction, the tequila industry is in danger.

Insight
Bats make nightlife worth living.

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

See the brief here

Go from fear to friend

Bats have been symbols of vampires, nightmares and horror stories; something to scare the kids before bedtime.

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.

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

Bats and plants have an old bond

Bats and agave plants have co-evolved for millions of years.

Hundreds of thousands of bats lose their lives every year due to climate change and flattening landscapes, shrinking the ecosystems they can thrive in.

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.

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. Honestly, who can blame her?

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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