Cuervo needed a new creative platform. Something that was uniquely theirs and could power any campaign that followed.
Cuervo belongs to the instigators of the world, those who go to the bar without asking, who jump on a train to anywhere, who kick start a night with two simple words: Who's In?
Who’s In? has gone on the fuel every Cuervo campaign since, being a true rallying cry for the brand.