Desperados partners with emerging artists in its latest advertising campaign
Heineken's tequila-flavoured beer brand Desperados has partnered with eight emerging graphic designers, painters, photographers and illustrators, creating the Desperados Design Collective, to develop its latest advertising campaign, providing a platform for their talent to shine on a global stage.
Budding artists that feature in the Desperados Design Collective have been given a once-in-a-lifetime mentorship opportunity with world-renowned designer, Kate Moross, drawing on their experience and creativity to inspire the group to defy expectations in the work they’ve produced.
Creative output from the group will appear throughout Desperados’ digital advertising and first ever AR OOH experience in 2021.
Kate Moross, Designer and Global Mentor: “As a designer, it’s important to challenge yourself and not get too comfortable. This project has an original approach, and I’m excited to be working with the Desperados Design Collective. It’s been great to collaborate and coach these talented creatives to create a campaign that celebrates everyone’s individual style. I think the results are brilliant. There are lots of bold expressive outcomes that work together in unexpected ways.”
Rutger van der Stegen, Global Marketing Manager, Desperados: “The creation of the Desperados Design Collective reflects our desire to put creativity at the heart of everything we do. In launching the unique mentorship programme, we want to propel the artists of tomorrow forward and promote their talent globally. Through our work with the Collective, we’ve inspired bold and exciting pieces of advertising that bring to life the distinct Desperados spirit of playful experimentation in more unexpected ways.”
The campaign is an evolution of the Desperados Party Poster World campaign, bringing to life the brand’s party spirit through a disruptive and boundary-pushing advertising approach that takes its inspiration from an iconic part of club and festival culture – the posters.