| Filosofia | The new Desperados campaign ‘Mix of Flavours’ confirms the brand’s commitment to art and street culture by putting a crew of 8 emerging artists in the spotlight. The artists were discovered following a shout out on the brand's Instagram account about the project. Desperados (HEINEKEN group) aims to give new talents with varied backgrounds and experience the opportunity to create the visuals for the new advertising campaign. The campaign has been visible on billboards throughout France since 19th June. And the brand is going one step further by adapting its posters to the artists' places of residence, so that their creations can be seen in their own towns and cities. A first! The brief: to highlight the richness of the Desperados range; Desperados Original, Desperados Red, Desperados Virgin, Desperados Lime, Desperados Mojito, Desperados Florida, not forgetting the latest rum-flavoured variant, Desperados Tropical. This wide variety of tastes is now expressed through a new signature "MIX OF FLAVORS". This approach is in line with the values of the Desperados brand, which has made mixing flavours and cultures a vertitable leitmotiv. The 8 artists selected - BadKid, BD.ART, Maxime Deria, Meaghan Matthews, Becky Soloclub, Tremos, Typru and Victodart - come from a wide variety of backgrounds (collage, painting, fresco, graphic design, etc.). Hailing from all over France - Annecy, Bordeaux, Marseille, Le Havre, Saint-Glen in Brittany, Paris - and even Madrid, they met during a week-long artistic residency in January at the Friche la Belle de Mai in Marseille. This was an opportunity for the artists to meet and create together. A partnership with Konbini enabled the work of each of these emerging artists to be showcased on social networks through portraits, interviews with Charlortte Abramov and reports on the residency. The brand has rolled out a 100% "MIX OF FLAVORS" campaign featuring; A national poster campaign strongly supporting the 3 main variants: ORIGINAL, RED, VIRGIN ; A scheme on the Paris Metro highlighting all the flavours in the range; and a local poster campaign enabling each artist to see their portrait displayed alongside their creation in their home town. DESPERADOS is once again taking us on a journey into its unique world, where art expresses itself in all its forms. |
