Heineken-owned beer brand Desperados has teamed with online electronic dance music channel UKF to find the country's best creative talent for a new advertising campaign.
The brand is looking to provide DJs, promoters, artists and designers with the platform to showcase their skills and throw large-scale parties across London, Manchester and Bristol as part of the City Hack campaign.
Developed and created by Adam & Eve and RPM with media buyers Starcom MediaVest and PR from Cow PR, the campaign will come to its conclusion at the end of the summer when each city will be brought together to compete and produce a large-scale party at London’s Building 6. The winners will then be given a mentorship with a panel of experts at UKF including hip-hop and dubstep group, Foreign Beggars.
David Lette, Desperados brand director said the campaign aligns with the brand's marketing strategy of providing new experiences for consumers.
"Working in collaboration with UKF also allows us to tap in to their vast talent pool and brand platform, building on the brand’s credibility with urban, creatives. We’re confident that, through this new campaign, we’re going to be attracting some of the best talent the country has to offer, and do so in a Desperados way that is daring to be different.”
The campaign launched yesterday (18 May).