标题 | My Trophy |
广告公司 | Wieden + Kennedy Amsterdam |
广告战役 | Way of the Desperados |
广告主 | Heineken |
品牌 | Desperados |
首次发布日期 | 2015 / 3 |
行业领域 | 预调鸡尾酒 |
广告口号 | Let your pupils party |
剧情简介 | W+K Amsterdam revealed a new campaign for Heineken brand Desperados — “the one and only original Tequila Flavored beer” — entitled “Way of the Desperados.” |
哲学 | 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.” |
媒体类别 | Web Film |
长度 | |
执行创意总监 | Eric Quennoy |
执行创意总监 | Mark Bernath |
制片 | Guillaume Marien |
Head of Broadcast Production | Joe Togneri |
执行制片 | Jules de Chateleux |
项目经理 | Emma Williamson |
剪辑师 | Adriana Legay |
Planner | Martin Weigel |
Interactive Producer | Arnaud Ronquillo |
Sound Designer/Mixer | Ed Downham |
Group Account Director | Jordi Pont Gasau |
制片 | Javier Perroud |
客户总监 | Courtney Trull |
Art Buyer | Maud Klarenbeek |
客户经理 | Luke Purdy |
Sound Designer/Mixer | Randall Macdonald |
制片 | Christelle Tastet |
创意总监 | 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) |
创意总监 | Joseph Burrin |
美术指导 | Sébastien Partika |
美术指导 | Ignasi Tudela (Print Digital) |
文案 | Edouard Olhagaray (TVC) |
文案 | Copywriter Ebba Hult (Print) |
Director of Interactive Production | Kelsie Van Deman |
Senior Designer | Malia Killings (Print Digital) |
Typeface | Ignasi Tudela |
设计师 | Zeynep Orbay (Print Digital) |
设计师 | Philip Cronerud |
Retoucher | Dario Fusnecher |
项目经理 | Saskia van Zwieten |
Business Affairs | Kacey Kelley |
导演 | HELMI |
摄影指导 | Nicolas Loir |
音乐 | Barney Quinton (He did what?) |
Flame Artist | Clément GERMAIN |
电影电视 | Fred BRANDON |
Flame Artist | Fred BRANDON |
2D | Fred VENET |
2D | Ruben SELLEM |
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 |
音频后期制作 | Wave Amsterdam |
剪辑公司 | Home Digital Pictures |
制作公司 | Division Paris |
音乐 | MassiveMusic |
音乐 | Walter Mecca Weirdata (Turn Down the Silence-Ride the wind-Product films) |
后期制作 | Mathematic |
制作公司 | RESN |
GIF Designer | RESN |