Adriana Legay
Editor at Stink Paris
Boulogne-Billancourt, França
TituloTurn Down the Silence
Agência
Campanha Way of the Desperados
Anunciante Heineken
Marca Desperados
Data da primeira Transmissão/Publicação 2015 / 3
Sector Empresarial Cocktails pré-preparados
Legenda Let your pupils party
História W+K Amsterdam revealed a new campaign for Heineken brand Desperados — “the one and only original Tequila Flavored beer” — entitled “Way of the Desperados.” 
Filosofia 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.” 
Tipo de Mídia Viral
Comprimento
Director executivo criativo
Director executivo criativo
Produtor
Head of Broadcast Production
Produtor executivo
Project Manager
Editor
Planner
Interactive Producer
Sound Designer/Mixer
Group Account Director
Produtor
Director de contas
Art Buyer
Account Manager
Sound Designer/Mixer
Produtor
Director criativo
Executive Director Global Marketing
Global Brand Director
Global Business Development Manager
Global Brand Manager
Director criativo
Director de arte
Director de arte
Redator
Redator Copywriter Ebba Hult (Print)
Director of Interactive Production
Senior Designer
Typeface
Designer
Designer
Retocador digital
Project Manager
Business Affairs
Realizador
Director de fotografia
Música
Flame Artist
Telecine
Flame Artist
2D
2D
CG Supervisor
Artistic Director
GIF Designer
GIF Designer
Product photography
Lifestyle photography
Audio Post Production
Empresa de produção
Produtora
Música
Música
Pós-produção
Produtora
GIF Designer

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