© Serviceplan Group 2024
CHALLENGE
Mixing to create more
In order to rejuvenate our approach to artistic collaboration, initiated in 2019 with the launch of the 'DESPERADOS Project' campaign, we embarked on an exciting new adventure. Our primary goal was to design a high-impact brand campaign that brilliantly showcases the extensive and diverse offerings of the DESPERADOS range. This campaign not only aims to captivate our customers' attention but also provides them with the opportunity to discover the products within the DESPERADOS lineup.
To bolster our brand presence, we were committed to ensuring consistency across all touchpoints, whether online or offline. This effort aims to create a seamless and cohesive experience for the audience, reinforcing the identity and message of the brand with every interaction.
Amidst these creative and marketing endeavors, we are also striving to address the complex challenges posed by the Evin Law. Navigating the legal landscape is a crucial element of our commitment to conducting business responsibly and ethically. We are confident that by tackling these challenges and staying true to our values, we can continue to thrive in the ever-evolving worlds of art and beverages.
"Desperados brought together 8 emerging artists for a new kind of artistic residency, the aim of which was to highlight the brand's collaboration with these artists, with their varied backgrounds and experience.
From Annecy, Bordeaux, Marseille, Le Havre, Madrid... these profiles mixed to create together. Before making their mark through their art, some were temp workers, cooks or sailors. Their past experiences, their sometimes-fragmented backgrounds and their innate talents have shaped the way they approach art today. This approach is in line with the values of the Desperados brand, which has made blending flavors and cultures a real leitmotiv."
Marketing Director
Heineken
SOLUTION
A groundbreaking artistic collaboration in Marseille
We undertook a new collaboration strategy by carefully selecting and recruiting a talented team of 8 artists. Guiding them every step of the way, we provided unwavering support in conceptualizing and producing their visuals. This journey led us to Marseille, where we organized an artistic residency resulting in the creation of over 60 visuals, with 16 meticulously post-produced for the campaign.
In close collaboration with our partner agencies, we crafted a compelling narrative around these emerging artists, leveraging extensive brand content such as videos, portraits, and behind-the-scenes glimpses of the artistic residency. These elements were strategically shared across DESPERADOS' social media platforms, fostering a deeper connection with our audience.
Adding a distinctive dimension, we introduced a new brand signature, "MIX OF FLAVORS," reinforcing the coherence and uniqueness of DESPERADOS. This new identity was amplified through an extensive campaign that spanned across France. Notably, we used local billboards for the first time, allowing us to communicate specific details about each artist in their hometown.
This initiative not only expanded our reach but also strengthened our relationships with customers and other essential stakeholders, such as agencies and media partners. Through this multifaceted approach, DESPERADOS continues to evolve, engaging the audience at a deeper level and solidifying its position in the market.
Key Takeaways
#1
Growing a brand as Desperados
means being able to make it distinctive
at every stage of its life cycle so that
it continues to resonate with its core target audience.
#2
A passionate adventure
where art and creation are
at the heart of every process.
#3
Working in synergy (client and agencies)
for greater consistency.
"The aim? To give brand new emerging talents with varied backgrounds and experience the opportunity to create the visuals for the new Desperados advertising campaign. This was an exciting new adventure for the brand and for Serviceplan, which helped to redefine the challenges and positioning of Desperados in its market and for the years to come."
Managing Director
Serviceplan Paris
Let's get in touch!
Stéphane PERROT
Serviceplan Paris
Managing Director
Let's get in touch!
