When Taco Cabana opened its doors in 1978, it was an instant hit. Located near a university in a converted Dairy Queen, it was a place to eat great Mexican food inexpensively, study, meet friends, have a beer and just have fun. A few decades and over 150 locations later, its popularity has grown, but the original idea and brand personality have become diluted. So when we were invited to pitch the account, we felt strongly about getting back to the FUNdamentals that embodied that first TC. To accomplish this we took a no holds barred approach to infuse the brand with the personality that was lost along the way. Rather than showing a client numerous possible directions, we believe in finding the right direction. Effective, memorable and engaging creative based on a well thought out and far-reaching strategic plan. Not only did we win the account, Taco Cabana used the creative exactly as it was pitched, a rarity in this business that greatly expedited the launch. ¡Buen provecho!