The Brief

1800 Tequila is Proximo Spirits’ priority super premium tequila. The brand is well established in the US but less so in the UK market and they came to us when the brand was still in the early stages so awareness was low. We were briefed to build a premium lifestyle brand that has a unique personality, style and substance, and one that champions creatives, culture, artists and designers.

The Big Idea

We orchestrated an ongoing partnership between 1800 Tequila and much-vaunted street artist and sneaker head Daniel Cordas. Cordas counts the likes of Billie Eilish, Travis Scott, Floyd Mayweather and Stormzy among his fans, and was the perfect partner for 1800.

In year one our focus was on bringing the 1800 brand to Cordas’s canvas: sneakers. We arranged a pop-up in Soho that was a sneakerhead and tequila lover’s paradise. Visitors simply needed to bring their favourite kicks along and Daniel Cordas would transform them into bespoke works of art in-store while guests enjoyed 1800 cocktails.

In lead up to the event, Cordas created custom trainers inspired by 1800’s signature cocktails. The dip-dye colours that were used to paint the trainers was also infused with real splashes of 1800 Tequila.

We continued our partnership with Cordas the following year, this time commissioning Daniel to create a hand painted limited edition bottle of 1800 that paid homage to Mexican street art and its folk art influences. 500 bespoke bottles were made available at retailers including Harrods, Harvey Nichols, Hedonism and Selfridges. Among the 500 bottles was a one-of-one hand painted bottle by Cordas, giving people the opportunity to get their hands on an exclusive piece of art.