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    McCann, Fall On Your Sword Play Cuervo’s Cuervosel For New Year’s Eve

    By SHOOTUpdated:No Comments1821 Views

    What better song to play to bid farewell to 2014 than “Auld Lang Syne?” And what better way to play it than using Jose Cuervo tequila bottles?

    That’s the thinking that led to the construction of the New Year’s Eve Tequila Cuervosel–a 57-tequila-bottle, hand-cranked carousel with bottles filled with just the right amount of tequila to play the notes of “Auld Lang Syne” when spun in front of a re-engineered shop vac connected to a mic’d up gramophone.

    The musical contraption was created for McCann by Fall On Your Sword in their studio space in Brooklyn, NY. Fall On Your Sword was also in charge of arranging the music that could be played on tequila bottles–plus mastering and capturing the song as played on the bottle carousel.

    This video shows how each part works together to create a truly unique sound, to ring in the New Year in a truly Cuervo way.  Cuervosel goes live in time for New Year’s Eve on Jose Cuervo social channels including Facebook, Twitter, YouTube and Instagram.

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    Credits

    Client Cuervo Agency McCann Nathy Aviram, director of integrated production; Eric Johnson, executive music producer; Lauren Bauder, integrated producer; Michael Ladman, music producer; Mat Bisher, executive creative director; Jason Ashlock, Sean LaBounty, creative directors; William Montgomery, sr. art director; Lucas Shanks, sr. copywriter. Production Fall On Your Sword

    ScreenWork Categories:Behind The Scenes
    Video Tags:Fall On Your SwordMcCann



    The Best Work You May Never See: Diamond, Director James Michael Chiang Ask “Who’s Saving Who?” In Hero Film For Canadian Blood Services

    Tuesday, May 13, 2025

    In a striking departure from traditional blood donation campaigns, the not-for-profit charitable organization Canadian Blood Services has launched a new national brand platform that shifts the spotlight from patients to the people who make donation possible: the donors themselves.

    Developed by Toronto-based independent agency Diamond, “Who’s Saving Who?” reimagines the donation experience by flipping the script to show how it can be deeply personal and rewarding, not only for those whose lives are saved, but also for those who give. At the heart of the campaign is a powerful insight: “What you get when you give” can be just as meaningful as what you receive.

    Canadian Blood Services has set its most ambitious recruitment goal ever: one million new donors by 2030. This campaign represents a strategic evolution for the organization, designed to inspire participation by tapping into a more emotionally resonant narrative that speaks to purpose, identity, and human connection.

    Directed by James Michael Chiang via production company Scouts Honour, this campaign hero film, “I Am Here to Save You,” flips the familiar narrative by giving patients a voice, not in a plea for help but in a heartfelt acknowledgment of those who donate. The campaign captures the emotional intensity of the donor experience and positions donation as a meaningful act of self-discovery and connection.

    The new platform’s creative strategy is rooted in research into long-time donors--individuals who see donation as part of their identity. Some view it as a way to give back to Canada’s national healthcare system, while others view it as a ritual that contributes to their overall well-being. These insights informed a shift in tone and approach.

    The... Read More

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