This is the brief for D&AD's Desperados brief. It's a very informative brief, so I am going to go through and note the main points that my collaborative team will find the most useful.
Background:
Desperados is the world's first tequila flavoured beer. It's created in France and attracts a lot of young adults that are bored by other beers. Even today, Desperados continues to push boundaries, bend the riles and celebrate those who embrace their inner tequila and dial up the daring.
Party is their playground; not party as a one-time event, but as a state of being; a party can happen anytime, anywhere. Desperados is on hand to enhance the party spirit, spicing things up with the daring edge its hint of tequila brings.
The challenge:
Connect younger adults with the Desperados spirit, through an experience that will help them release their daring side and push creative boundaries. Show how Desperados can help create that party mood wherever and whenever people are preapred to release their inner tequila.
Who its for:
18-24 year olds building their own identities.
What to consider:
Experimental marketing, building emotional connections, experience as a word, a range of media and channels, what the audience needs, what you can do to add value to their lives, authenticity - true to the brand, surprise the audience and take them out of their comfort zone.
What's essential:
A campaign, whether it's an event or activation. Must consider your audience.
What and how to submit:
present your solution using either a video (max 2 mins) or up to 8 presentation slide images.
supporting material can include a video (max 1 minute), html and physical material.
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