Pacifico

Pacifico is a beer for folks who follow their own compass. The ones who veer off from the beaten path. When you live like that, you end up in places not many people go. The “Anchors Up” campaign was in full swing when I started at the agency. My AD and I jumped right in and came up with the concept for an OOH that would only ever be seen by folks living the Pacifico lifestyle. We put them as far away from other people and places as we could. Because it wasn’t about how many people saw them. It was about who.