In early 2011, Diageo launched a new product category on the market - an already-made frozen margarita for the American households. The cocktail is made with four simple steps - freeze, squeeze, shake and serve. Skinny created a campaign that brought these simple steps upfront, and put a spotlight on the social fun of the product by having ordinary people doing the four steps in an self-interpreted dance. The shoot was an open casting-call at the beautiful Tampa Armature in Tampa, Florida where we got real people to attend. Those who did not make the final commercial was still put behind the camera, through which we created over a hundred viral web spots that was spread through our, by now, brand ambassadeurs' social channels.