Jose Cuervo had a perception problem. As the rest of the tequila category was starting to take off, most people still thought of Cuervo as the thing that made them throw up in college. No bueno.

So we spoke with a bunch of tequila drinkers. And when we did, one thing consistently came up: tequila is transformative. When you grab a beer with a coworker, nothing changes. But when you have a tequila night with them, it’s like you’re catapulted into a new stage in your relationship.

The insight: Tequila is like pressing fast forward on friendship

As the most widely consumed brand of tequila in the world, this was Jose Cuervo’s story to tell.

The idea: There Are No Strangers – celebrating the instant connections that are sparked over a round of Jose Cuervo.

Here are a few of my favorite pieces of work that fell out of the platform…