In 2023, Desperados (HEINEKEN group) confirms its commitment to art and street culture with the spotlighting of a crew of 8 emerging artists, recruited following a call for projects on the brand's Instagram account.

The aim? To enable new talents, with varied profiles and experience, to create the visuals for the new advertising campaign. The campaign will be visible on billboards throughout France, starting Monday June 19, 2023. And the brand is going one step further by adapting its posters to the artists' places of residence, so that their creations can be seen in their home towns. A first!

The brief: Highlight the richness of the range - Desperados Original, Desperados Red, Desperados Virgin, Desperados Lime, Desperados Mojito, Desperados Florida, not forgetting the latest rum-flavoured variant, Desperados Tropical. This wide variety of tastes is now expressed through a new signature "MIX OF FLAVORS". This approach is in line with the values of the Desperados brand, which has made the blending of flavors and cultures a veritable leitmotif. 

The 8 artists selected - BadKid, BD.ART, Maxime Deria, Meaghan Matthews, Becky Soloclub, Tremos, Typru and Victodart - come from a wide variety of backgrounds (collage, painting, fresco, graphic design, etc.). Hailing from all over France - Annecy, Bordeaux, Marseille, Le Havre, Saint-Glen in Brittany, Paris - and even Madrid, they met during a week-long artistic residency in January at Marseille's Friche la Belle de Mai. The opportunity to "mix" and create together.

In March, a partnership with Konbini enabled the brand to highlight the work of each of these emerging artists on social networks, through portraits, interviews by Charlortte Abramov and reports on the residency.

The brand will roll out a 100% "MIX OF FLAVORS" campaign with :
A national billboard campaign strongly supporting the 3 main variants: ORIGINAL, RED, VIRGIN

A scheme in the Paris metro to highlight all the variants in the range.

A local display that will enable each artist to see, in his or her home town, his or her portrait displayed alongside his or her creation.

DESPERADOS once again takes us into its singular universe, where art expresses itself in all its forms.