Made in the style of a sixties hippie commune crossed with a nineties hipster revival crossed with a gauzy Instagram-style filter, Casamigos Tequila kicks off its #HouseOfFriends campaign with a video and a plea for user-generated content.
The effort centers around the concept of friendship and encourages to people to document and share their thoughts on the subject on social media.
The campaign kick-off video, created by fashion photographer Jason Lee Perry, features Perry and his friends on a camping trip fueled by a few bottles of tequila provided by the George Clooney-owned distiller. Music for the video was created by Wille Nelson’s son, Lukas Nelson.
Casamigos, which is co-owned by Clooney’s friends — Gerber Spirits Founder Rande Gerber and Discovery Land Company Founder Michael Meldman — has placed the Perry video on Instagram, the apparent social media centerpiece for this campaign.
Perry is touting the video and campaign on his Instagram page:
A search on Instagram for the hashtag #HouseOfFriends serves up a healthy collection of brand lifestyle imagery including images of the brand’s founders.
The brand is encouraging everyone to create their own House of Friends content which can be shared to social media using the hashtag #HouseOfFriends. Clooney and Gerber will review submissions and select several to be featured on the brand’s social media channels.
Survivor’s Jeff Probst appears to be helping the brand out a bit:
Where in the world is this bottle of @casamigos?@cindycrawford @randegerber http://t.co/Td6VXApwCl — Jeff Probst (@JeffProbst) June 17, 2015
Sadly, there’s no social media activity from Clooney, himself, who famously thinks the medium is for people sitting at home in their pajamas with too much time on their hands.
The brand’s website is heavily invested in the campaign with prominent placement of Perry’s video and #HouseOfFriends related social media activity.
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