ADVERTISING

Desperados

The Beer with Latin Vibe

Agency: LePub

Description

Today, Desperados—the beer flavoured with Latin spirit—announces the launch of a new global through-the-line campaign, The Beer with Latin Vibe, spearheaded by a partnership with globally renowned and Latin Grammy award-winning Colombian music artist OVY ON THE DRUMS.

Ideated and developed in collaboration with creative agency LePub, with artist procurement and music supervision by MassiveMusic, the campaign is the first output under Desperados’ new positioning, which sees the brand target Gen Z and Gen Y audiences through a multitude of culturally relevant passion points. With this particular audience living in a world that is more overly rational than ever, this cross-channel approach has been inspired by the brand’s belief that a life constrained is a life unlived. Aiming to encourage the spontaneity that consumers are seeking, the campaign draws upon the vibrancy of Latin culture to energise people to break free of constraints and enjoy life more freely.

Desperados has always been known for its unique fusions of beer with Latin spirits such as agave, cachaça, and rum. Inspired by the culture that fuels the product and the skyrocketing popularity of Latin music—which has impressively grown by 985% on Spotify over the past decade—Desperados has decided to embark on an exhilarating new chapter. In collaboration with some of the most renowned Latin talent, the brand today announces the release of a new track, GUAO GUAO. The accompanying music video will serve as the hero campaign asset, representing a bold move away from traditional ATL advertising. This innovative approach allows Desperados to seamlessly blend music and culture, creating an unforgettable experience for its target audience.

Partnering with OVY ON THE DRUMS and Venezuelan rapper MICRO TDH, the brand has drawn on the growing global influence of Latin music, fashion, and culture. With Latinity becoming synonymous worldwide with vibrancy, energy, and high-energy moments in the most unlikely settings, GUAO GUAO aims to bring this global audience together through the universal language of music.

The Beer with Latin Vibe will bring the energy of Latin America to over 30 markets across Europe and beyond through multiple consumer-facing touchpoints. It sees Desperados, for the first time, turn its marketing approach on its head and move towards a model that puts creators and collaborations at the forefront. Alongside even more exciting partnerships, the brand continues to authentically tap into popular culture and infiltrate key consumption points. From the new track, which will live on Spotify, to out-of-home ads in major cities, to an AR Snap filter that allows customers to bop their heads along to the track in style, The Beer with Latin Vibe aims to elevate the ordinary for drinkers across the globe.

The multi-channel campaign will also mark the start of Avenida Desperados—a series of events taking over streets in several European cities, transforming them into Latin American party zones. Balconies, storefronts, and even alleyways will become the setting for spontaneous experiences that hijack and elevate everyday moments in a celebration of Latin culture and all it has to offer.

This professional campaign titled 'The Beer with Latin Vibe' was published in The Netherlands in January, 2025. It was created for the brand: Desperados, by ad agency: LePub. This Film and Integrated media campaign is related to the Alcoholic Drinks industry and contains 1 media asset. It was submitted 7 days ago.

Credits

DESPERADOS
Brand Director Global Desperados: Natasha Maharaj
Head of Global Desperados: Ligia Patrocinio
Communication Manager ATL Desperados: Bianca Cioti
Brand Manager Desperados: Amir Ehsani
Brand Manager Innovation & Design: Richard Grosmann
Strategic Insights Manager: Jan-Maarten Zandbergen
Innovation Manager Desperados: Priscila de Almeida Prado Fins
Brand Manager Desperados: Steffi Zücker
Communication Manager BTL Desperados: Daniel Salem
Brand Manager Desperados: Simona Sarbu
Communication Lead Global Brands: Joey Brophy
Communication Manager ATL Desperados: Myriam Marouli
Innovation Manager Desperados: Macarena Arraiza del Castillo

LEPUB
MAIN CAMPAIGN
Global CEO LePub, CCO Publicis Worldwide: Bruno Bertelli
Global Chief Creative Officer: Cristiana Boccassini
Global Chief Creative Officer: Mihnea Gheorghiu
Global Executive Creative Director: Luca Boncompagni
Head of Art: Andrea Ferlauto
Creative Director: Evgenii Shiniaev
Creative Director: Ilia Priamilov
Creative Supervisor: Angela Celano
Creative Supervisor: Matteo Gemelli
Senior Art Director: Per Moe
Design Lead: Niccolò Orso Campanini
Global Chief Strategy Officer: Bela Ziemann
Global Strategy Director: Monica Radulescu
Global Strategy Director: Cristina Sarraille
Strategic Planner: Davide Brock
Communication Strategy Director: Adam Lotz
Head of Culture & Data: Zoe Lazarus
Ethnography/ Data Analyst: Hanna Janasik
Data Translator: Tumay Mavi
Global Client Service Director: Aurelie Quenardel
Global Account Director: Ioana Dumitrascuta
Global Account Director: Marta Dell’Adami
Global Account Executive: Chiara Allievi
Global Head of PR and Communication: Isabella Cecconi
Senior Digital PR Manager: Federica Fiorentino
PR Coordinator: Alessia Cornali
Content Specialist: Daniele Benvenuti
Digital Project Manager: Kejsi Haxhi
Chief Production Officer: Francesca Zazzera
Head of video production: Anna Sica
TV Producer: Margherita Fonseca
Production & Print Manager: Tina Paolella
Production & Print Manager: Daniela Inglieri
DIGITAL ASSETS & KEY VISUALS
Head of Art: Andrea Ferlauto
Creative Director: Ilia Priamilov
Associate Creative Director: Daniele Tesi
Senior Copywriter: Emanuela Ferrari
Associate Creative Director: Adina Cirstea
Junior Copywriter: Miriam Marin
Junior Art Director: Fernando Miranda Camacho
Design Lead: Niccolò Orso Campanini
Senior Designer: Paolo Vendramini
Junior Designer: Marcello Tarro
Junior Designer: Daria Guseva
Art Buyer: Veronica Bottanelli
Digital Producer Supervisor: Simona Caldarini
Digital Art Director: Ariberto Anastasi

VIDEO PRODUCTION:
Director: Bradley + Pablo
Production Company: Prettybird
Head of Production & EP: Fiona Bamford-Phillips
Producer: Ross Levine
Production Manager: Pedro Mata
Line Producer & Head of Production (Local): Carla Liziario @ Made In Lisbon
EP (Local): João Holbeche Beirão @ Made In Lisbon
Production manager (Local): António São João
DOP: Pablo Berron
1st AD: João Cysneiros
Production Designer: Fer Guerrero
Product Specialist: Jorge Amor
Stylist: Nayeli De Alba
Casting Director: Thom Hammond @ Hammond & Cox
Choreographer: Denna Thomsen
Edit House: Trim Editing
Edit Producer: Polly Kemp

PHOTO PRODUCTION:
Photographer: Lou Escobar - Canada
Photographer Product: Jaime Salmon - Canada
Photographer Producer : Marai Vives - Canada
Service Production Company: Made in Lisbon
Executive Producer Service Production Company: Carla Liziario
Photo Post production: Digital Art Studio - Madrid
VIDEO POST-PRODUCTION:
Editor Dir Cut: Matt Newman @ Trim Editing
Editor offline main film : Antonio Civilini
Editor offline digital film: Claudio Roveda, Andrea Besana
Post Production: Prodigious
Head of post production: Alfredo Beretta
Post Production Producer: Camilla Colabona
Flame artist: Adolfo Navire
Editor online: Luca Fornaciari, Lorenzo Casati
Colour Grading: Electric Theatre Collective
Colourist: Luke Morrison
Colour Producer: Alex Carswell
Post audio main film: 750 mph
Sound design & Mix: Mike Bovill
Audio Producer: Carla Thomas
Post audio digital assets and main film: Disc To Disc Productions Milano
Sound design & Mix: Antonio D'Ambrosio
Sound design & Mix: Tommaso Conti
Audio Producer: Paola Calovi

MUSIC:
Artist Procurement, Music Consultancy & Supervision: MassiveMusic
Brand Activation Director: Anjali Nazarenko
Artist Partnerships Director: Lauren Thackray
Brand Activation Manager: Tristan Leopold
Junior Account Manager: Alexander Trushin
Music Producer: OVY ON THE DRUMS
Song: “Guao Guao”
Artists: MICRO TDH, OVY ON THE DRUMS
Publisher: Sony Music Publishing, Kobalt
Master: Kristoman
Composers: MICRO TDH, OVY ON THE DRUMS

FONT:
Foundry: Blazed Type
Founder and Type Director: Matthieu Salvaggio
Type designer: Léon Hugues

DENTSU
SVP Client Services: Vanessa de Groot
Global Account Director: Anoushka Canning
Global Partnerships Manager: Julie Le Houezec
Strategy Director: Elio LaGrua
Strategic Planner: Laura Gutiérrez
Planning Director: Marie Boucaut
BOOMERANG - SOCIAL MEDIA
Executive Creative Director: Rico de Lange
Creative Director: Diorgenes dos Santos
Senior Creative: Alice Isakson
Medior Creative: Michael Boersma
Copywriter: Lili Bos
Designer: Matthijs Nolst Trenite
Senior Strategist: Gert Jan Brookman
Medior Strategist: Julie Koolen
Account Director: Mikey van den Berg
Project Manager: Coco Andredelaporte
Project Manager: Melanie Pierre

THE ROMANS- PR
Managing Director: Kate Brazier
Associate Creative Director: Viola Hazlerigg
Associate Director: Mimi Rasmussen
Senior Account Director: Mollie Streek

BILLION DOLLAR BOY - CREATORS
Group Account Director: Sami Westwood
Associate Creative Director: Henry Crisp
Senior Account Director: James Silverstone
Senior Account Manager: Katie Van't Hoff
Account Executive: Dev Singh
Global Director of Business Affairs: Christina Drollas

JACK MORTON - EXPERIENTIAL
Business Director: Robin Davies
Account Director: Sam McFarland
Creative Director: Ricky Jeffery
Senior Strategist: Yasmin Balfour-Lynne
Producer: Maria D’Elia

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