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Heineken helps rising artists gain fame via its latest Desperados campaign
The Desperados Collective, a initiative that helps rising artists via the Tequila beer’s latest advertising campaign, is being reignited.
The initiative, which aims to give next generation artists the chance to showcase their work, is setting out to “bring to life the brand’s distinctive playful mindset by experimenting with the iconic glass bottle”.
Speaking to db, Desperados global marketing manager Rutger van der Stegen said: “We’re proud to continue supporting the creative community in the latest iteration of the Desperados Collective. We’ve seen some brilliant works of art from our boundary-pushing artists that shows the brand’s spirit of playful experimentation in unexpected ways, and encourage others to join us in trying new things by adding a little unusual to their usual.”
The latest edition of the collective, led by parent company Heineken and now in its second year, is part of the brand’s new ‘Pour Some Unusual on Your Usual’ creative platform. However, this time around, each rising artist has been paired with a global mentor to inspire new concepts and produce artwork.
The collaboration involves each artist developing of a series of artworks that capture the “experimental essence” of the Desperados brand with the ultimate goal being that the artisits gains a global springboard for their creative talent.
Van der Stegen added: “The Desperados Collective celebrates experimental mindsets and those who are unafraid to try new things. It’s about being your authentic self and embracing the bold and unique. That’s why we’ve evolved the Desperados Collective from its launch last year, to challenge like-minded creatives to push the boundaries and add a little unusual into their usual.”
Artists involved in the 2022 Desperados Collective are: Loza Maleombho, and artist and fashion designer from the Ivory Coast; Drcuerda, an artist Duo from Spain; Shuta Bug, a visual artist from Nigeria; Elmotion Lab, a digital studio based in France and PEBE Studio, an illustrator from Spain.
For more information about the Desperados Collective and the artist’s works the campaign will involve social media that will use the hashtags #DesperadosCollective #GoDesperados so that people can explore more about the collaborations.