The Most Interesting Man in the World

I went to portfolio night school and learned the typical creative process. The typical creative process in an agency is focused around insights so insights are universal truths. I'll give you an example, one of my favorite campaigns ever is the most interesting man in the world. So they just focused on that insight about men about their audience and they embodied it with the most interestingManInTheWorld campaign. It totally made the brand doze echis. But that insight that sparked that campaign was okay, you have this unknown Mexican beer right, no seconds,. nobody knows the shit in America before it had no presence.