Brown-Forman has launched a new campaign for tequila brand El Jimador aimed at challenging the way Australians drink Mexico's national drink.
Created by Naked Communications, "Don't Shoot el Jimador" involves a partnership with Vice Magazine and a series of "urban happenings" in Sydney and Melbourne over the summer.
The events, which aim to "bring Mexican urban street culture to Australia", kick off today in Sydney before heading to Melbourne.
