• by Teresa Buyikian , Yesterday

Teremana’s latest campaign, “Share the Table, Share the Mana,” spreads the tequila brand’s vibes to customers through real-life activations.

The work takes a cue from the brand’s name,  “mana,” or good energy, to “bring people together, one table at a time.”

The brand cites recent data from the Organization for Economic Co-operation and Development (OECD), which found that in-person contact has declined, with many Americans now spending less time together than before.

The campaign launched with a series of OOH billboards nationwide, but the effort came to life through a series of live events, beginning with an activation in Los Angeles on the tony Abbott Kinney Blvd in Venice Beach. This sidewalk “billboard” was actually a “table,” which when pulled down revealed an actual bartender and cocktails. A video of the activation can be seen here.

“ [S]ome of the best moments in life happen when we come together around the table. Being present, in the moment, just cool, engaging, fun or even deep [in] conversation,” says Dwayne Johnson (aka The Rock_, Teremana’s founder. "[W]e're taking that idea out into the world, creating spaces where people can connect with one another, share a great drink, and feel that energy for themselves. My hope is that people take that Mana with them, pass it on, and create even more moments like this.”

Teremana also partnered with social networking app Timeleft, which connects strangers for weekly dinner parties in over 200 cities around the world, on the “Share the Table Series.” The series will bring small groups together to connect over drinks at participating bars and restaurants across the U.S. weekly through the end of August, spanning 13 cities and 56 venues. Both Teremana and Timeleft are promoting the series via their socials.