After I was asked by my partner to collaborate on this brief we both tried to brainstorm as many ideas as we could in order to exhaust every possible solution for the outcome of the brief. As Desperados is asking for an experiential campaign, I felt it was more suited to my partner who is studying creative advertising. As she had asked me to collaborate a week before the deadline I felt we would be very pushed for time therefore the outcome we create needs to be manageable and still answer the brief.
Ideas
- Pinata - Pinata in the city where members of the public can each take turns to break it, once broke lots of tickets fall out including an invite to a Desperados party which promoted their drink.
- Religious to catholics
- Mexican heritage
Mayan Pyramid - Tv ad including a mayan pyramid with a sacrifice to take place as there is a drought, huge Desperados bottle covers the sun causing a solar eclipse, everyone cheers and the bottle pours over the crops and people. Everyone parties.
- Sacrifice for droughts
- Desperados in sky, pouring on all the crops and everyone parties
- Mexican history
Carnival - Masks given out with the packaging for Desperados making everyone start their own parties and enjoying themselves.
- Street party
- Masks to loose individuality and experience is heightened sense of social curiosity.
After much feedback from tutors we decided that the Mayan idea was the strongest. It was then up to me to collect and start drawing out different Mayan elements to get a good theme going but would still be relevant to the concept and answer the brief. Together we decided that in order to answer the brief in the most appropriate way was to create a Tv Ad, packaging for Desperados, facepaints that would engage the target audience, and the experiential part would be a sun dial in the middle of a city with a giant Desperaos bottle in the centre, as the day would go on the shadow would point to different parts of the sun dial informing the audience if it was time for Desperados.
ENDLINE: 'Desperados is the difference between a good night and a great night'
This was decided by my partner after many attempts to think of an end line that would tie in the whole campaign with one sentence.
Outcome
- Tv Ad
- Packaging
- Facepaints
- Sun Dial
- Desperdos balloon with small Mayan pyramid tying it down.
Above are the finished illustrations for the Desperados beer packaging. It consists of three different colours to represent the three different flavoured beers yet keep a consistent theme. I felt this communicated our concept well as it links to the Mayan theme and communicates fun and energy.
We then tried to sketch out a TV ad that would promote the Mayan idea. It consists of a Mayan pyramid with people celebrating, a giant bottle of Deperados comes over the sun creating a solar eclipse, this then pours its tequila flavoured beer allover the land and people making the party explode with energy.
These are the three different face paint packs that would be featured in the different flavoured Desperados packaging. The colours were took from the flavoured beers themselves thus keeping with the Desperados aesthetic, we thought it would be useful to illustrate some face paint ideas to suggest to the audience what they could do with the face paints.
The sun dial idea we had was to situate a giant Desperados bottle in the middle of a city in the centre of a sun dial. As the day went on the shadow would change and inform the audience the different times of day to prepare for a Desperados party.
