|Title||Turn Down the Silence|
|Agency||Wieden + Kennedy Amsterdam|
|Campaign||Way of the Desperados|
|Date of First Broadcast/Publication|
|Business Sector||Pre-Mixed Cocktails|
|Tagline||Let your pupils party|
|Story||W+K Amsterdam revealed a new campaign for Heineken brand Desperados — “the one and only original Tequila Flavored beer” — entitled “Way of the Desperados.”|
|Philosophy|| 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.”
|Media Type||Web Film|
|Executive Creative Director||Eric Quennoy|
|Executive Creative Director||Mark Bernath|
|Head of Broadcast Production||Joe Togneri|
|Executive Producer||Jules de Chateleux|
|Project Manager||Emma Williamson|
|Interactive Producer||Arnaud Ronquillo|
|Sound Designer/Mixer||Ed Downham|
|Group Account Director||Jordi Pont Gasau|
|Account Director||Courtney Trull|
|Art Buyer||Maud Klarenbeek|
|Account Manager||Luke Purdy|
|Sound Designer/Mixer||Randall Macdonald|
|Creative Director||Sean Condon|
|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)|
|Creative Director||Joseph Burrin|
|Art Director||Sébastien Partika|
|Art Director||Ignasi Tudela (Print Digital)|
|Copywriter||Edouard Olhagaray (TVC)|
|Copywriter||Copywriter Ebba Hult (Print)|
|Director of Interactive Production||Kelsie Van Deman|
|Senior Designer||Malia Killings (Print Digital)|
|Designer||Zeynep Orbay (Print Digital)|
|Project Manager||Saskia van Zwieten|
|Business Affairs||Kacey Kelley|
|Director of Photography (DOP)||Nicolas Loir|
|Music||Barney Quinton (He did what?)|
|Flame Artist||Clément GERMAIN|
|Flame Artist||Fred BRANDON|
|CG Supervisor||Yann Aldabe|
|Artistic Director||Julien Michel|
|GIF Designer||Erik Blad|
|GIF Designer||Cari Vander Yacht|
|Product photography||Qui Yang|
|Lifestyle photography||Cheryl Dunn|
|Audio Post Production||Wave Amsterdam|
|Editing Company||Home Digital Pictures|
|Production Company||Division Paris|
|Music||Walter Mecca Weirdata (Turn Down the Silence-Ride the wind-Product films)|
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