Emotive has introduced its first brand incubator initiative with the the launch of El Arquero Tequila in partnership with Foxtel, Hot Shot PR and Australian cricket legend Adam Gilchrist.

The indie agency explains that its brand incubator takes new businesses from inception through to launch with an end-to-end approach that taps into specialist expertise and capabilities to develop and craft distinctive brands.

“Our brand incubator model builds culturally-connected brands from the ground up,” said Sebastian Revell, Executive Strategy Partner, Emotive. “El Arquero is the perfect example of that. We unpacked the perceptions and usages of tequila from consumer, trade and cultural perspectives. And coupling these findings with a unique product and founder story, we created a brand designed to reintroduce tequila through the uplifting power of the collective – pushing against individualistic conventions of the premium spirits category.”

The campaign is supported by a three-pronged strategy, comprising a media partnership with Foxtel Media, social media content, and PR efforts managed by Hot Shot. Foxtel Media CEO Mark Frain said, “We’re proud to be the media partner for the launch of El Arquero, a homegrown brand with a bold vision and a deeply personal story.”

The brand platform, ‘We’re All In This Tequila’, underscores themes of togetherness and community. The campaign features a hero film starring Gilchrist, which begins with an apology for the harshness of past tequilas before introducing El Arquero.

The creative direction for the El Arquero campaign was led by Justin Drape, co-Founder of The Monkeys and Exceptional Alien. The campaign includes a collaboration with indie band Deep Faith, who reimagined their 2023 track ‘Daddy’ for the project. Photography was by Nick Bowers. 

Production of the campaign was executed in collaboration with Wellcom, with Emotive Productions handling social content and Wellcom overseeing the hero film. Marnie Darren, managing director of Wellcom, remarked, “Bringing this campaign to life was as fun as it looks on screen.”

Chris Hill, the director of the campaign said, “Directing Adam Gilchrist’s Tequila brand launch was an incredible opportunity to bring a unique vision to life.” Simon Joyce, CEO of Emotive, added, “It’s been a privilege to partner with the El Arquero team on this launch.”

Adam Gilchrist said, “El Arquero isn’t just tequila; it’s a spirit that connects worlds.”

Photo: Nick Bowers