Jordi  Pont Gasau
Senior Director Global Brand Communications at Nike
Portland, United States
ЗаголовокHe did what
Агентство
Кампания Way of the Desperados
Рекламодатель Heineken
Бренд Desperados
Дата первой трансляции/Публикации 2015 / 3
Бизнес сектор Предварительно смешанные коктейли
Слоган Let your pupils party
История W+K Amsterdam revealed a new campaign for Heineken brand Desperados — “the one and only original Tequila Flavored beer” — entitled “Way of the Desperados.” 
философия The campaign is built around a series of seven 15-second broadcast and digital spots. Each attempts to show people having a good time with the product, such as the bicyclists in “Ride the Wind” (featured above). Graphics and color palette in the campaign evoke the 90s nostalgia feel that seems to be in vogue at the moment.
In “Turn Down the Silence,” a guy wakes up the neighborhood by playing a drum pad in the middle of the night, which seems like kind of a dick move, but apparently the music is appreciated by fellow Desperados drinkers. Aside from some cohesion given to the spots by graphical choices, they kind of tend to be all over the place in an ADHD kind of way.
While these spots launched on broadcast in the UK today and will roll out across Europe (including Spain, Germany, Poland, Switzerland, Ireland and Austria) in the coming week, it feels like their real home is online. The campaign is also supported by a print component sporting “over 80 hand-drawn print headlines” drawing inspiration from DIY punk rock show and block party flyers and a Tumblr page.
Joseph Burrin and Sean Condon, creative directors at W+K Amsterdam, wrote:
“To turn Desperados into a lifestyle brand which is relevant for its audience, we needed to avoid some of the usual cues that are so common in this category. Instead we created a distinct visual language and tone of voice that Desperados drinkers everywhere could relate to. It’s fun and crazy. Not too polished. Real.” 
Тип медиа Веб-фильм
Длина
Исполнительный креативный директор
Исполнительный креативный директор
Продюсер
Head of Broadcast Production
Исполнительный продюсер
Менеджер проекта
Редактор
Planner
Interactive Producer
Sound Designer/Mixer
Group Account Director
Продюсер
Директор рабочей группы клиента
Закупщик художественного оформления
Специалист по работе с заказчиками
Sound Designer/Mixer
Продюсер
Креативный директор
Executive Director Global Marketing
Global Brand Director
Global Business Development Manager
Global Brand Manager
Креативный директор
Арт-директор
Арт-директор
Копирайтер
Копирайтер Copywriter Ebba Hult (Print)
Director of Interactive Production
Senior Designer
Typeface
Дизайнер
Дизайнер
Ретушер
Менеджер проекта
Коммерческие дела
Директор
Оператор-постановщик
Музыка
Художник огня
Телекинопроекционная аппаратура
Художник огня
2D
2D
CG Администратор
Artistic Director
GIF Designer
GIF Designer
Product photography
Lifestyle photography
Аудио послепроизводственный этап
Редакционная компания
Продакшн Студия
Музыка
Музыка
Послепроизводственный этап
Продакшн Студия
GIF Designer

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