Establishing a mythology.

Transforming a celebrity-centered brand to a brand with wider luxury appeal required us to create an entire new world for Lobos 1707 tequila. We established the Center for Human Undomestication, and introduced several residents – all who had discovered the joy of tapping into their more instinctual sides. Under the theme of “Undomesticate”, we encouraged both lovers of premium tequila, as well as those curious to try a new spirit, to shed some conventions and constrictions of modern life, and to set their inner wolf free.

The Center for Human UnDomestication

The campaign kicked off with a mysterious piece of “found footage” posted as a teaser on social. The video offered a peek inside the Center and introduced the Wolf Whisperer and a pair of her curious guests. Within weeks, it had over 13 million views on TikTok alone.

Social

The Wolf Whisperer—and a few of her untamed companions—continued to spread the gospel of UnDomestication across Instagram and TikTok, where the content quickly caught fire. Each video earned millions of organic views and sparked conversation. Even better? Google search interest in Lobos surged by over 600%, far exceeding expectations.