For almost 50 years "Aguardiente Venado" a hard liquor from Guatemala let its users speak in name of the brand. This lead to a wastage of brand value and quality.
In order to take control of the communication and domain of the hard, rough personality that was earned, we created this proposal that gave us the power to have our own influence, our own voice through someone who embodies the "macho, hardworking and passionate" lifestyle of Aguardiente Venado consumers: Danny Trejo, but renamed as "Máximo Camacho".
Máximo would be the new speaker, leader and protector of the brand and its consumers.
Art Direction: Omar Torres
Creative Direction: Luis Porras
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