October 20th, 2014
The Heineken company brand, Desperados, has appointed global brand experience agency Jack Morton Worldwide to create a series of convention-twisting parties which will throw down the challenge to party-goers to party better, party different. Three parties, aimed at 18–24 year olds, will take place in London, Warsaw and Milan throughout October and November.
Jack Morton is partnering with multiple agencies including Naked, Work Club, TVC and Starcom Mediavest in London on the campaign which extends through social media and an integrated PR and media campaign. The campaign runs alongside the broader #partyinstinct social campaign which encourages people to party better, party different and share their partying moments. Jack Morton is also partnering with local Heineken market teams in Warsaw and Milan to create and promote the campaign.
Claudia Calori, global brand director for Desperados, said: “Party is a key occasion for us; at the same time many brands want to play within the party territory without a clear and ownable voice. We have partnered with Jack Morton and have turned the concept of “cool branded parties” upside down by putting people, and not the brand, at the centre of a unique experience. We want to create challenging journeys that can leave a mark on people’s memories as they will have done something totally unexpected. But only people who have a party instinct will take the most out of it.”
All three parties will be unconventional, multi-sensory experiences designed to provide an unforgettable clubbing adventure with a line-up of acts like no other. The parties are:
- London: ‘Next Level’, Friday 17th October
- Warsaw: ‘Endless Night’, Saturday 25th October
- Milan: ‘Hotel Revelation’, Friday 7th November
Richard Vincent, Director of Consumer & Digital, EMEA, Jack Morton Worldwide commented: “This is a fantastic opportunity to create truly convention-breaking and shareable experiences. Desperados has a vision of engaging with people through unique and thrilling shared adventures and we’re delighted to help the brand realise this vision.”