Casamigos Festival House
Casamigos is a portmanteau of ‘House’ (casa) and ‘Friends’ (amigos) in Spanish, hence their core identity is “House of Friends”. We wanted to bring this concept to life visually, and quite literally, by building a giant beach house bar: a place where friends can come together, hang out, and enjoy a margarita together. This structure was be utilised at festivals across the UK throughout summer. The aim was to be eye-catching and impactful to help with brand visibility, whilst representing the brand style visually.
CLIENT: Casamigos Tequila
AGENCY: Katlist
INVOLVEMENT: Creative direction, project management
I worked closely with a production studio to bring the vision to life. I oversaw the production of extensive visual mockups provided to the studio to showcase the direction, and aligned with them on CAD and structural drawings.
It debuted at All Points East, and the design was a huge hit with attendees, with 52% voting it as the best sponsor activation experience. It was the most profitable activation at the festival, and boasted 57% partner recall (27% is the average) - ie: more visitors than usual remembered our activation.
Some quotes from the attendee survey demonstrate the success of the activation:
“I didn’t know about Casamigos Tequila before, but their stand looked really good,
drinks were awesome, and it was attracting a lot of people”“My favourite sponsor activity was the Casamigos tequila house - I was drawn to this
by the prominent colours and central position”“Casamigos was the only thing I visited, loved! Visually very attractive, great vibes and drinks!”
“Casamigos had a bright and cool design that made it more noticeable than other sponsors”
A key aim for the brand in GB is to build consumer recognition of their brand colour, teal, as a key brand asset. The structure helped greatly with this, as the teal was visible for miles from many points of the festival.
Another win for this objective was the teal cups we designed, which were carried all around the festival and were visible everywhere! It’s safe to say that Casamigos showed up in a huge way, and the brand were incredibly impressed, citing this as the agency’s best work to date.
