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DESPERADOS

98% Match 2023 1 Season HD
12+ alcohol, epic parties

Breaking beer norms with unexpected twists.

Desperados is known across Europe for its tequila-flavoured kick and for its epic clubbing experiences. To help the brand take the party to the next level, we positioned it as the choice beverage of those who dare to try something different. In a whirlwind 3-day shoot in Cape Town, we took over multiple mansions and worked with over 100 extras.

Cast: Víctor Morón, Jose Hernández
Director: Freddie Powell
Genres: Advertising, Film, Social Media
This series is: Unusual, Fast-paced, Exciting
Reviews:
"Desperados throws an 'unusual' house party in global ad campaign" - AdAge
"Releases a New Party Anthem for a Generation Straying From Tradition" - ADWEEK

Episodes

1
1. The Anthem Film 1m

Breaking beer norms with unexpected twists. A global platform for Heineken's fastest growing "beyond beer" taking the party to the next level.

2
2. A Beer Hunt Challenge 15s

To make our TVC even more epic, we hid a Desperados bottle with a QR code amidst our 60-second anthem to unlock coveted tickets.

3
3. Social Teasers 3x 15s

Dynamic vertical video formats spreading the word across social channels before the main event.

4
4. The Tornado FX Visuals

Creating a literal whirlwind of party energy through practical and digital effects.

5
5. OOH Campaign Print

High impact print and digital billboards bringing the unusual into everyday spaces.

6
6. Social Static 1 Image

Vibrant still imagery specifically formatted for the Instagram feed grid.

7
7. Event Details Image

Capturing the sheer scale and aesthetic of the massive Elrow party integration.

8
8. Digital Assets GIF

Animated typographic assets designed to inject the brand's tone of voice everywhere.

9
9. Making Of Gallery BTS

From designing the merchandising to creating a door with numerous hatch openings, explore how we crafted the most epic of parties.

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Desperados

Breaking beer norms with unexpected twists.

Hero
Detail 1
OOH Poster
Client

Desperados

Agency

We Are Pi

Role

Senior Creatives

Director

Freddie Powell

Production

DROOL

A global platform for Heineken's fastest growing "beyond beer"

Desperados is known across Europe for its tequila-flavoured kick and for its epic clubbing experiences. So to help the brand take the party to the next level and infuse any moment with something more unusual, we took inspiration from the product itself and positioned it as the choice beverage of those who dare to try something different.

In a whirlwind 3-day shoot in Cape Town, we took over multiple mansions and worked with over 100 extras.

"Desperados throws an 'unusual' house party in global ad campaign"

AdAge
Tornado FX
OOH Campaign
Social Static
Event Details
Digital Assets
Explore full gallery
Making Of

From designing the merchandising to creating a door with numerous hatch openings, and using Lady Gaga's costume designer to create unique inflatable costumes, we crafted the most epic of parties with the utmost of detail to defy all expectations.

Multi-hatch door
Multi-hatch door

Set Design & Build

Living Painting
Living Painting

Art Direction

Basketball Kit
Basketball Kit

Costume Design

Double-entry Fridge
Double-entry Fridge

Prop Design

Logo Sweater
Logo Sweater

Merchandising

Inflatable Costumes

Lady Gaga's Designer

"Desperados Releases a New Party Anthem for a Generation Straying From Tradition"

ADWEEK
A beer hunt challenge

To make our TVC even more epic and unusual, we hid a Desperados bottle with a QR code amidst our 60-second anthem, ensuring that the audience looked at the ad multiple times to capture it first and unlock coveted tickets to an Elrow party.

Results
↗
Improved Market Legitimacy

Rebrand elevated Desperados from outsider to a trusted platform and a dominant player in modern nightlife.

50%
First Time Users

First-time drinkers grew to over 50% of Desperados' total user base within two years.

143%
Growth in Net Accounts

Net Cumulative Accounts grew 143% within two years of launch.