VINTAGE: 2021
PROBLEM: Not enough young adults are drinking Desperados.
PURPOSE: To show young people that Desperados is THE party drink.
PROBLEM: Not enough young adults are drinking Desperados.
PURPOSE: To show young people that Desperados is THE party drink.
In the same way that Corona’s brand image is connected to the beach or Victoria Bitter speaks to blue collar workers, Desperados is a tequila flavoured beer that wants to be seen as the drink for all things party. This brief in particular wanted to convey the idea that a party can happen anywhere at any time, all it needs is someone with the right spirit to set it off. My campaign connects to this message by showcasing a range of ordinary settings, such as an office or bus stop, and mixing those with symbols for party. In this way, the viewer is shown to “see life as a party” thus realising the opportunities in life where to make parties happen and bring up people’s spirits.
