Desperados - "Ride the Wind "

Wieden + Kennedy Amsterdam

Wieden + Kennedy Amsterdam Amsterdam, Países Bajos

19538

Marca: Desperados
País: Países Bajos

Anunciante: Heineken

Título	Ride the Wind
Agencia	Wieden + Kennedy Amsterdam
Campaña	Way of the Desperados
Anunciante	Heineken
Marca	Desperados
Fecha de primera difusión/publicación	2015 / 3
Sector Empresarial	Cócteles premezclados
Lema	Let your pupils party
Sinopsis	W+K Amsterdam revealed a new campaign for Heineken brand Desperados — “the one and only original Tequila Flavored beer” — entitled “Way of the Desperados.”
Filosofía	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.”
Medio	Web Film
Duración	20 seconds
Executive Director Global Marketing	Soren Hagh (Desperados)
Global Brand Director	Claudia Calori (Desperados)
Global Business Development Manager	Marie Monique van der Salm (Desperados)
Global Brand Manager	Michael Wallner (Desperados)
Director ejecutivo de creación	Eric Quennoy
Director ejecutivo de creación	Mark Bernath
Director creativo	Sean Condon
Director creativo	Joseph Burrin
Director artístico	Sébastien Partika
Director artístico	Ignasi Tudela (Print Digital)
Responsable de conceptos / redactor	Edouard Olhagaray (TVC)
Responsable de conceptos / redactor	Copywriter Ebba Hult (Print)
Head of Broadcast Production	Joe Togneri
Productor	Javier Perroud
Director of Interactive Production	Kelsie Van Deman
Interactive Producer	Arnaud Ronquillo
Planner	Martin Weigel
Group Account Director	Jordi Pont Gasau
Director de cuentas	Courtney Trull
Responsable de cuentas de agencia	Luke Purdy
Senior Designer	Malia Killings (Print Digital)
Typeface	Ignasi Tudela
Diseñador	Zeynep Orbay (Print Digital)
Diseñador	Philip Cronerud
Comprador de arte	Maud Klarenbeek
Retocador	Dario Fusnecher
Director de proyectos	Saskia van Zwieten
Director de proyectos	Emma Williamson
Business Affairs	Kacey Kelley
Productora	Division Paris
Realizador	HELMI
Director de fotografía	Nicolas Loir
Productor ejecutivo	Jules de Chateleux
Productor	Christelle Tastet
Montaje	Home Digital Pictures
Montador	Adriana Legay
Audio Post Production	Wave Amsterdam
Sound Designer/Mixer	Ed Downham
Sound Designer/Mixer	Randall Macdonald
Música	MassiveMusic
Música	Barney Quinton (He did what?)
Música	Walter Mecca Weirdata (Turn Down the Silence-Ride the wind-Product films)
Postproducción	Mathematic
Flame Artist	Clément GERMAIN
Flame Artist	Fred BRANDON
2D	Fred VENET
2D	Ruben SELLEM
Telecine	Fred BRANDON
CG Supervisor	Yann Aldabe
Artistic Director	Julien Michel
Productor	Guillaume Marien
Productora	RESN
GIF Designer	RESN
GIF Designer	Erik Blad
GIF Designer	Cari Vander Yacht
Product photography	Qui Yang
Lifestyle photography	Cheryl Dunn