W+K Amsterdam revealed a new campaign for Heineken brand Desperados — “the one and only original Tequila Flavored beer” — entitled “Way of the Desperados.”
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.”
Credits:
DESPERADOS
Executive Director Global Marketing Soren Hagh
Global Brand Director Claudia Calori
Global Business Development Manager Marie Monique van der Salm
Global Brand Manager Michael Wallner
WIEDEN+KENNEDY AMSTERDAM
Executive Creative Director Mark Bernath & Eric Quennoy
Creative Director Joseph Burrin & Sean Condon
Art Director Ignasi Tudela (Print, Digital), Sebastien Partika (TVC)
Copywriter Ebba Hult (Print), Edouard Olhagaray (TVC)
Head of Broadcast Production Joe Togneri
Broadcast Producer Javier Perroud
Director of Interactive Production Kelsie Van Deman
Interactive Producer Arnaud Ronquillo
Planner Martin Weigel
Group Account Director Jordi Pont
Account Director Courtney Trull
Account Manager Luke Purdy
Senior Designer Malia Killings (Print, Digital)
Typeface Ignasi Tudela
Designers Philip Cronerud, Zeynep Orbay (Print, Digital)
Art Buyer Maud Klarenbeek
Retoucher Dario Fusnecher
Project Manager Emma Williamson, Saskia van Zwieten
Business Affairs Kacey Kelley
FILM PRODUCTION
PRODUCTION COMPANY DIVISION PARIS
Director HELMI
Director of Photography Nicolas Loir
Executive Producer Jules De Chateleux
Producer Christelle Tastet
EDITING COMPANY Home Digital Pictures
Editor Adriana Legay
AUDIO POST Wave Amsterdam
Sound Designer/Mixer Randall Macdonald, Ed Downham
MUSIC
Music Company MassiveMusic (Where is my trophy) – Barney Quinton (He
Did What) – Walter Mecca/Weirdata (Turn Down the Silence
/ Ride the Wind / Product Films)
POST PRODUCTION Mathematic
Flame Fred BRANDON – Clément GERMAIN
2D Ruben SELLEM – Fred VENET
Telecine Fred BRANDON
CG Supervisor Yann Aldabe
Artistic Director Julien Michel
Producer Guillaume Marien
INTERACTIVE PRODUCTION
PRODUCTION COMPANY RESN
GIF-designer Cari Vander Yacht, Erik Blad, RESN
PRINT PRODUCTION
Product photography Qui Yang
Lifestyle photography Cheryl Dunn