Alex Bennett Grant
Founder & CEO at WE ARE Pi
Amsterdam Area, Netherlands, Netherlands
TitleDesperados Deep House
Agency
Campaign Deep House
Advertiser Heineken
Brand Desperados
PostedOctober 2018
Business Sector Beers, Ciders, Lagers
Tagline Release Your Inner Tequila
Story Desperados, HEINEKEN’S tequila flavoured beer brand, has once again pushed the boundaries of wild experimentation in parties by turning the world’s deepest pool into a dance floor – for the first time ever! Teaming up with WE ARE Pi, iconic party producer Elrow and world-renowned DJs Peggy Gou and Artwork, Desperados created ‘Deep House’, an epic party in the Y-40 Deep Joy Pool in Venice, the deepest pool in the world, reaching an impressive depth of 42 metres and holding a staggering 4.3 million litres of water. Deep House saw over 400 fans attend the multi-sensory experience. Partygoers wore cutting-edge SeaTREK diving technology to hear the music in high definition and took the party underwater to find their own dance floor. Performing live from an underwater viewing tunnel, award-winning Berlin-based artist Peggy Gou, and London producer and DJ, Artwork, brought their world-class beats to submerged partiers, through a sub aqua sound system. As part of the experience, Artwork created an exclusive track “Deep Down” which can be listened to here. From epic laser light shows to earth shaking sound systems and incredible performances, Deep House blew the crowd out of the water! Peggy Gou commented, “I’ve been lucky enough to DJ all over the world but playing at the deepest dance floor ever at the world’s deepest pool for Desperados Deep House is an epic first for me. It was a unique experience to see people expressing themselves in their own way on the dance floor to my music! It shows if you have the right mindset, the world is your dance floor.” Professionals at creating unique party experiences that dare people to be different, Desperados also showed that distinctive experiences positively stimulate people’s minds. Using Deep House as a testing ground, Desperados worked with Dr Daniel Richardson, experimental psychologist at University College London, to conduct a series of tests on partygoers before and after Deep House to measure their creativity and mood. With a 27% elevation in mood and an 30% increase in creativity, Desperados proved the psychological benefits of epic parties, on top of Deep House being a once-in-a-lifetime experience. “Desperados are experts in curating events that push the boundaries of wild experimentation, innovation and fun,” said Diederik Vos, Global Brand Director, Desperados. “With ever-evolving party trends, it’s great to be able to show how any place, no matter how unusual, can be turned into a dance floor and to prove that unique experiences have a positive effect on people. With our events we’re giving our fans a new way to party.” Deep House is the latest act of Desperados, following a series of unique acts to foster wild experimentation in music and partying. Previous activations in this series include: Sound Stage: Watt The Frequency, the world’s first global DIY mobile sound system performance with KiNK; SkyFest, the first ever hot air balloon electronic light orchestra; Train Trax, an ordinary train wired into a music instrument; Bass Drop, a party onboard a plane at zero gravity, 30,000ft above the Nevada desert; and House Party Plugged, which saw an ordinary house transformed into a backing track.
Philosophy Deep House is the latest act of Desperados, following a series of unique acts to foster wild experimentation in music and partying. Previous activations in this series include: Sound Stage: Watt The Frequency, the world’s first global DIY mobile sound system performance with KiNK, SkyFest, the first ever hot air balloon electronic light orchestra and more.
Problem Music unites tribes and defines friendships because it’s the only truly global language. Our audience especially resonate with brands in the music sphere - 80% cite branded festivals and concerts as the best way to engage with them. So with Sky Fest, we wanted to take festivals to the next level.
Result Teaming up with iconic party producer Elrow and world-renowned DJs Peggy Gou and Artwork, Desperados created ‘Deep House’, an epic party in the Y-40 Deep Joy Pool in Venice, the deepest pool in the world, reaching an impressive depth of 42 metres and holding a staggering 4.3 million litres of water. Deep House saw over 400 fans attend the multi-sensory experience. Partygoers wore cutting-edge SeaTREK diving technology to hear the music in high definition and took the party underwater to find their own dance floor. Performing live from an underwater viewing tunnel, award-winning Berlin-based artist Peggy Gou, and London producer and DJ, Artwork, brought their world-class beats to submerged partiers, through a sub aqua sound system. As part of the experience, Artwork created an exclusive track “Deep Down” which can be listened to here. From epic laser light shows to earth shaking sound systems and incredible performances, Deep House blew the crowd out of the water! Peggy Gou commented, “I’ve been lucky enough to DJ all over the world but playing at the deepest dance floor ever at the world’s deepest pool for Desperados Deep House is an epic first for me. It was a unique experience to see people expressing themselves in their own way on the dance floor to my music! It shows if you have the right mindset, the world is your dance floor.”
Media Type Branded Content
Length
Soundtrack Artwork Track created exclusively for Deep House – https://soundcloud.com/innertequilastudios/artwor
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