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901, the premium tequila brand launched by Justin Timberlake smartly went with a real prize for their user-generated video contest: $25,000, a trip to Vegas, and the title of Executive Vice President of Big Ideas.

Malachi Rempken‘s winning video best embodied the brand by artfully depicting all the ugliness–including not getting any–that can occur from not starting the night with other types of booze. The 22-year-old short-form filmmaker will likely use the cash for to finance his next project.

You can view “The only way to start your night” here.

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