MPA KELLY AWARDS

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Cliff Freeman & Partners, New York

Sauza Conmemorativo Tequila

Creative Director/Art Director: David Angelo

Art Directors: Matt Vescovo, Patrick Milani

Copywriters: Josh Miller, Donna Weinheim, Michelle Roufa, Kevin Donovan

Photography: Lee Crum, Craig Cutler, Mark Seliger

For Sauza Conmemorativo Tequila, David Angelo, creative director at Cliff Freeman & Partners, says, "an unknown brand without much money to spend on advertising, the message has to be twice as impactful for the ads to get noticed"-especially to reach the 21-to-34 year-old crowd.

The creative team decided on humor for the four print ads to describe Sauza's "smoother, oak-aged" flavor. The campaign's tagline: "Life is harsh, your tequila shouldn't be."

One ad features a photo of a one-toothed, rustic old gent with the caption, "This man has one cavity."

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