JUNE 2025 | BRAY & CO & TEREMANA TEQUILA SHORTLISTED FOR 2025 NEW YORK FESTIVALS AWARDS

Solving the Ultimate Holiday Dilemma: The "Don't Bring Anything" Kit

New York, NY — June 13, 2025 — We are beyond thrilled to announce that our holiday activation for Dwayne "The Rock" Johnson’s Teremana Tequila has been officially shortlisted for the 2025 New York Festivals Advertising Awards! In an industry often defined by high-pressure holiday tropes, we managed to rise above the noise by solving a very real, very human problem. 

This creative product stunt earned top honors in two major categories: SMALL AGENCY: Products & Services: FOOD & DRINK and SMALL AGENCY: BEST USE: ACTIVATION & ENGAGEMENT.

Authentic Moments in the Spirits Industry

The tequila and spirits industries usually go big and loud for the holidays, but Teremana’s 2024 campaign focused on the sincere, quiet magic of genuine at-home togetherness. As part of a larger integrated 360 brand campaign, we identified a universal truth: the internal turmoil felt when a host tells you, “Don’t bring anything!”

But being a thoughtful, caring guest, you have to bring something. You can’t show up empty-handed.

So we created a physical solution – the "Don't Bring Anything" Kit – an all-in-one cocktail creating kit that allowed guests to follow the host’s rules… while still showing up with a world-class bottle of Teremana.

Competitive Differentiation Through Human Truths

While other brands were pushing unrealistic expectations, we chose a more resonant, human approach – one focused on cultivating a more relaxed, authentic holiday season.

This campaign recognized what our audience actually does and cares about during the holidays by leaning into the sincerity of connection, rather than the stress of the season. 

By pinpointing a social truth of holiday gifting, we achieved a level of competitive differentiation that helped Teremana own a unique space in the market – one built on truth, humor, and The Rock’s signature spirit.

A Multi-Channel Success for a Creative Agency

This wasn't just a gimmick; it was a strategically deployed asset promoted across our website, social media, and a real-life product launch. 

For our creative agency, this project was about showing how a simple, clever idea can disrupt an entire industry’s standard messaging.