Desperados - "Ride the Wind "

Wieden + Kennedy Amsterdam

Wieden + Kennedy Amsterdam Amsterdam, Pays-Bas

19521

Marque: Desperados
Pays: Pays-Bas

Annonceur: Heineken

Titre	Ride the Wind
Agence	Wieden + Kennedy Amsterdam
Campagne	Way of the Desperados
Annonceur	Heineken
Marque	Desperados
Date de première diffusion/publication	2015 / 3
Secteur d'activité	Cocktails préparés
Slogan	Let your pupils party
Synopsis	W+K Amsterdam revealed a new campaign for Heineken brand Desperados — “the one and only original Tequila Flavored beer” — entitled “Way of the Desperados.”
Philosophie	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.”
Type de média	Film Web
Longueur	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)
Directeur de la création	Eric Quennoy
Directeur de la création	Mark Bernath
Directeur de création	Sean Condon
Directeur de création	Joseph Burrin
Directeur artistique	Sébastien Partika
Directeur artistique	Ignasi Tudela (Print Digital)
Concepteur / rédacteur	Edouard Olhagaray (TVC)
Concepteur / rédacteur	Copywriter Ebba Hult (Print)
Head of Broadcast Production	Joe Togneri
Producteur	Javier Perroud
Director of Interactive Production	Kelsie Van Deman
Interactive Producer	Arnaud Ronquillo
Planner	Martin Weigel
Group Account Director	Jordi Pont Gasau
Directeur de clientèle	Courtney Trull
Responsable de budget agence	Luke Purdy
Senior Designer	Malia Killings (Print Digital)
Typeface	Ignasi Tudela
Designer	Zeynep Orbay (Print Digital)
Designer	Philip Cronerud
Acheteur d'art	Maud Klarenbeek
Retouche	Dario Fusnecher
Chef de projet	Saskia van Zwieten
Chef de projet	Emma Williamson
Business Affairs	Kacey Kelley
Maison de production	Division Paris
Réalisateur	HELMI
Directeur de la photo	Nicolas Loir
Producteur exécutif	Jules de Chateleux
Producteur	Christelle Tastet
Montage	Home Digital Pictures
Monteur	Adriana Legay
Post-Production audio	Wave Amsterdam
Sound Designer/Mixer	Ed Downham
Sound Designer/Mixer	Randall Macdonald
Musique	MassiveMusic
Musique	Barney Quinton (He did what?)
Musique	Walter Mecca Weirdata (Turn Down the Silence-Ride the wind-Product films)
Post production	Mathematic
Flame Artist	Clément GERMAIN
Flame Artist	Fred BRANDON
2D	Fred VENET
2D	Ruben SELLEM
Télécinéma	Fred BRANDON
CG Supervisor	Yann Aldabe
Artistic Director	Julien Michel
Producteur	Guillaume Marien
Maison de production	RESN
GIF Designer	RESN
GIF Designer	Erik Blad
GIF Designer	Cari Vander Yacht
Product photography	Qui Yang
Lifestyle photography	Cheryl Dunn