Desperados and the Serviceplan agency launch "Desperados Project": an innovative initiative that revisits the codes of collaboration between artists and brands around advertising campaigns. The boldness of the approach lies in the choice to entrust the creation of this new campaign to emerging artists, who proposed, in a personal and collaborative way, their interpretation of the iconic beer bottle. The result is a collection of some thirty visuals that will be featured in a first wave of billboards across France from April 24.

More than an advertising campaign, an astonishing artistic performance

Desperados, the Heineken group's Tequila-flavored beer born nearly 25 years ago, is now the favorite alcohol brand of 18-24 year-olds on Facebook. On the strength of many years of artistic collaboration, notably through its collector bottles, the brand decided to entrust the realization of its new advertising campaign to eleven artists, graduates of art, design or photography schools, accompanied by the Serviceplan agency.


A unique collaboration between photographers and graphic designers

The eleven photographers and graphic designers - who didn't know each other - created the works that make up the new campaign together. Six photographers first produced the photographic material for a shoot held over several days in Paris, then their shots were entrusted to five artists who revisited them in their own way, using different techniques: graphic design, illustration, collage, digital design, linocut... offering a singular interpretation of the brand. Photographers and artists cooperated in a collaborative spirit with a single watchword: creativity, to give birth to some thirty visuals.

The production of this campaign also offers a wealth of associated content: videos, portraits of the artists, making-of, all elements that will be disseminated on the Facebook & Instagram social networks.  

Signed "Desperados Project", the new campaign can be seen throughout France from April 24, and will benefit from a media campaign comprising national billboards, press and digital media, complemented by event billboards in the stations of France's biggest cities, in the form of double 4x3 suspended panels.