Desperados • Guideline variations • 2014

LIVE NOW • VarIatIONs • graphIcaL guIdELINEs • dEspEradOs 2014

2014 • tENdaNcEs • mOOdbOard

graphIcaL guIdELINEs aNd LIVE NOW VarIatIONs • 2014


We at 6+1 are proud to present the new desperados campaign! and aren’t we excited.

We will provide the right creation when necessary, but desperados and spaces

will make up the media plan. We, however, will also be working on parallel btL creation

throughout the year. For now, take a look at ‘Live Now’ by desperados. and 6+1.

think backdesperados and ‘6+1’ already agreed to create content based on different small interactions,

spread over a long period of time. Instead of having two big waves, you now have to tease, keep the interest alive, surprise your

audience everyday/week/month with something new. Keep them fascinated.

Let the consumer discover the story gradually, step by step. that way, they’ll remain interested.

that is why we came up with Leo and eventually the concept of ‘Live Now’.

remember Leo?Leo, the 21 year old we created, is the perfect brand lover, a real desperados guy.

Leo is our inspiration. he is desperados ‘personalized’.

by creating him, we know what the consumer looks like, talks like, dresses like.

We know what he eats and were he goes during the holidays. We know which sports he likes and what college he goes to.

We know Leo, and therefor we know ‘who’ desperados is.

We even tried to make a planning for him (some sort of agenda), but realized that Leo doesn’t plan.

he enjoys the moment, goes out when he feels like it, trows parties out of the blue, he doesn’t wait.

he doesn’t plan. he’s a “live now” type of guy.

and that’s when we realized that “live now” is what Leo does. and what desperados should stand for.

What ‘Live Now’ stands forYou are in control. You decide. You don’t wait, but go for it. and you have fun.

that’s what ‘live now’ is all about.

by claiming ‘live now’, we want to inspire and motivate. We want to be responsible for the consumer’s night,

because we claim the night and the party. We are cool, unexpected, and (want to) become a hype.

because of ‘live now’ we can speak to the right audience, using surprising media on unexpected moments.

Young people, they don’t want to wait. they want it now. so you better be quick.

Your brand has to be flexible, and fast, to keep up with them...


prOpOsaL 01 • LIVINg tONIght!


prOpOsaL 02 • LIVINg NOW!


prOpOsaL 03 • LIVE 2NIght!


prOpOsaL 04 • partY tONIght!



prOpOsaL 05 • LIVE NOW! Or NEVEr

prOpOsaL 06 • partY NOW!


prOpOsaL 07 • rIght NOW!


prOpOsaL 08 • LIVE rIght NOW!



Right now.

Now or never. (It’s now or never)

Right about now.

Live for the moment.

Live the moment.

Enjoy today.

Enjoy the present.

This moment is yours.

Today is your day.

Right this instant.

Go get it.

Capture the moment.

Take over today.

Live today.

Do it now.

Go for it.

Take it.

It is now.

The time is now.

Make it happen.

Act now.

Let’s get moving.

Right here, right now.

Go for it

It’s time now

Live today

Don’t wait.

You know you want to.

This is it.

Feel alive.

Don’t doubt.

Feel it.

Get going.

• mOrE VarIatIONs •


a #hashtag a daY...

the hashtag is a symbol we use for several reasons. First of all, it’s young, hip and trendy (and trending).

twitter, where the hashtag is most used, is a great example of “young people not wanting to wait”.

On twitter, news is old after one hour. so you better keep up. the second reason we use the hashtags,

is because of the call to action. during different experiences

(partying, being with friends, being on your way, leaving school, planning your weekend, ...)

the hashtag tells you what to do. It tells you what actions to take to ‘live now’, don’t wait, enjoy the moment.

KEY OrIgINaL

# Party like never before

# Eclate-toi comme jamais

# I used to sleep at night

# Pourquoi dormir la nuit?

KEY rEd

# Be a legend

# Deviens une légende

# Make it legendary

# Rends ta soirée légendaire

studENt NIghts

# Tonight is your night

# Ce soir, c’est ton soir

FEstIVaLs

# Dance as if no one is watching

# Danse comme si personne ne regardait

statIONs

# Don’t let the city fall asleep

# Ne laisse pas la ville s’endormir

bacK tO schOOL

# Become a wild child

# Déchaine-toi

# More friends mean more parties

# De nouveaux amis, de nouvelles soirées

KOt partY

# You’ve got the rest of your life

to sleep

# Tu as toute ta vie pour dormir

# What happens here, stays here

# Ce qu’il se passe ici reste ici

# Your place or mine?

# chez toi ou chez moi ?

# Why wait until midnight?

# Pourquoi attendre minuit ?

saINt VErhaEgEN

# Life is a party

# La vie est une fête

pOstErs

# There’s always a party

# Il y a toujours une soirée

# Go get it

# Ne résiste pas

2m2

# Try something new tonight

# Ce soir, c’est du jamais vu

# Listen to the night

# Ecoute la nuit

# Be the party

# Deviens ta propre soirée

tOILEts

# Everywhere’s a party

# Les soirées sont partout

# It’s always a good time to party

# C’est toujours le bon moment pour s’éclater

YOutubE

# Get up and go out

# Lève-toi et va danser

# La fête, c’est pas ici

spOtIFY

# Music is the party’s best friend

# Une soirée, jamais sans du bon son

# Make your own party

# Ce soir, c’est toi qui invite

# You’re the DJ

# Le DJ, c’est toi

actIVatION bars

# What happens in this bar, stays in this

bar

# Ce qu’il se passe dans ce bar reste dans ce bar

# The party never stops

# Ta soirée ne s’arrête jamais



there’s no trade

like off-trade

When young people go out to party, they usually have a little ‘before’ moment:

at home, with some friends, having a drink and a laugh. after the ‘before’ they go out to clubs, parties, dancings, ...

the ‘before’ is rather important to desperados as well. that’s why, besides online and on-trade,

we start addressing people in the supermarkets/shops/stores too.

Where else do you get your drinks for the little get together that is the ‘before’ moment?

also, by being present at the stores, people might get creative. they might pass the meat stand, suddenly decide to have a bbQ,

start calling friends while walking through the liquor section. When there’s a desperados stand telling costumers

#Why wait until midnight to party?

they’ll be more easily persuaded to buy desperados.

It fits. Every time and everywhere we tell our consumers that “there’s no time like the present”.

so live now.

# Create your own party

# Invite friends, have fun!

# Party at home?

# Party at your place?

# Why wait untill midnight to party?

# Tonight it’s up to you

# No need to wait. Party now.

# Don’t wait untill midnight.

# Start your own party!

# The night is young

# Be impulsive, start your own party.

# Donne-leur rendez-vous chez toi

# Incruste-toi là où tu veux faire la fête

# Incruste-toi

# Prends ton laisser-passer pour toutes les soirées

# Despe est ton laisser-passer pour chez tes potes

# La baraque de ton pote va vibrer ce soir

# Ta baraque va vibrer ce soir

# Appelle tes potes, ce soir ça va être bon

# Appelle tes potes, ce soir ça va être la folie

dIspLaY OFFtradE • partY


KEY OrIgINaL# partY LIKE NEVEr bEFOrE


KEY rEd# maKE It LEgENdarY



KEY mIXEd



KEY ON tradE • bars


demonstrate desperados

Our approach with desperados so far has been to switch from regular advertising to storytelling.

and now we have to make the switch from storytelling to storydoing. because that’s what people expect.

they expect a brand to do what they tell you, to practice what they preach.

to stop saying who they are, and start showing it.

With ‘live now’ you are showing who you are, by doing what you do.

You are young, you are impatient, you want it all and you want it now.

and you should not be ashamed of it. You are desperados.


Documents

Desperados • Guideline variations • 2014