W+K Amsterdam Reveals ‘Way of the Desperados’

By Erik Oster Comment

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

 

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