Amsterdam,
17
February
2021
|
08:00
Europe/Amsterdam
Desperados collaborates with emerging artists on its latest advertising campaign
Desperados Design Collective Visual

Desperados has never been afraid to push boundaries, approaching creativity the same way it approaches its beer - with a kick of the unexpected that goes beyond the obvious. In this latest wild experiment, Desperados is joining forces 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.

'
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.
Kate Moross, Designer and Global Mentor
'
'
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.
Rutger van der Stegen, Global Marketing Manager, Desperados
'

This 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.

For more information about the Desperados Design Collective, visitour websiteor check it out on social - #DesperadosDesignCollective #GoDesperados #Desperados.

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Notes to Editors:

For more information about Desperados, visitwww.desperados.comor contacthannah.nottage@heineken.com.

About Desperados

Born 20 years ago, Desperados is a distinctive combination of full-bodied lager with a boost of Tequila flavor, targeted to young adults. Desperados has become an international success, now sold in 84 countries across the world.www.desperados.com

About HEINEKEN

HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 300 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through 'Brewing a Better World', sustainability is embedded in the business. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ over 80,000 employees and operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Heineken N.V. and Heineken Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. (OTCQX: HKHHY).Most recent information is available on HEINEKEN's website:www.theHEINEKENcompany.comand follow us onLinkedIn,TwitterandInstagram.

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Disclaimer

Heineken NV published this content on 17 February 2021 and is solely responsible for the information contained therein. Distributed by Public, unedited and unaltered, on 17 February 2021 07:06:03 UTC.