Amsterdam, 31st January 2025: Today, Desperados, the beer infused with Latin spirit, unveils its latest global, multi-channel campaign, The Beer with Latin Vibe, in collaboration with globally renowned and Latin Grammy-winning Colombian music producer, OVY ON THE DRUMS.
Developed alongside creative agency LePub, with MassiveMusic overseeing artist procurement and music supervision, this campaign marks the first step in Desperados’ new brand positioning, designed to connect with Gen Z and Millennials through culturally relevant passion points. In a world increasingly governed by logic and routine, the campaign champions spontaneity, embracing the vibrancy of Latin culture to encourage people to break free from constraints and fully enjoy life.
Desperados has long been celebrated for its unique fusion of beer with Latin spirits such as agave, cachaça, and rum. Drawing inspiration from this heritage—and the meteoric rise of Latin music, which has surged by 985% on Spotify over the past decade—Desperados embarks on a dynamic new chapter.
Partnering with some of the biggest names in Latin music, the brand is releasing “GUAO GUAO”, a high-energy track featuring Venezuelan rapper MICRO TDH, alongside OVY ON THE DRUMS. The accompanying music video will be the campaign’s hero asset, marking a major shift away from traditional advertising in favor of a bold, culture-driven approach.
The collaboration taps into the global influence of Latin culture—spanning music, fashion, and lifestyle—where Latin identity has become synonymous with vibrancy, energy, and high-intensity moments in unexpected settings. Through the universal language of music, the campaign aims to unite audiences worldwide.
A New Approach to Marketing: The Beer with Latin Vibe
The Beer with Latin Vibe will bring the spirit of Latin America to over 30 markets across Europe and beyond, activating multiple consumer touchpoints. This marks a major shift in Desperados’ marketing strategy, placing creators and collaborations at the forefront.
From an exclusive Spotify release of the track to out-of-home advertising in major cities, and an AR Snapchat filter that lets fans groove to the beat, this campaign elevates everyday experiences.
A key highlight is the launch of Avenida Desperados—a series of events transforming European streets into Latin party zones. From balconies to storefronts and alleyways, these spontaneous activations will bring the energy, rhythm, and vibrancy of Latin culture to life in unexpected places.
Industry Leaders Weigh In
Ligia Patrocinio, Global Head of Desperados, shares:
“This campaign marks the beginning of an exciting new era for Desperados. By tapping into the passion points of Gen Z and Millennials, we’re creating a campaign that resonates authentically with their daily lives. Latin spirit is at the heart of our brand, and collaborating with OVY ON THE DRUMS and MICRO TDH is the perfect way to infuse our campaign with the energy and good vibes of Latin music.”
Mihnea Gheorghiu, Global Chief Creative Officer at LePub Milano, adds:
“Latin vibe doesn’t need an introduction—it’s magnetic and undeniable. The moment you feel it, you’re immersed. That’s the essence of this campaign and the message Desperados wants to share: its energy is irresistible.”
OVY ON THE DRUMS, speaking about the collaboration, says:
“For years, my mission has been to bring Latin music to a wider audience. Partnering with Desperados as Artistic Director has been a dream come true. Together with my friend MICRO TDH, we created ‘GUAO GUAO’—a track that perfectly embodies Desperados’ new campaign. It’s vibrant, timeless, and transcends cultures, uniting people through music.”
Anjali Nazarenko, Brand Activation Director at MassiveMusic, concludes:
“This collaboration is about bringing Desperados’ Latin spirit to life through music. It has been an incredible journey working with OVY ON THE DRUMS and MICRO TDH to create a track that captures the brand’s daring and celebratory energy. This partnership not only champions Latin creativity but also cements Desperados as a key player in the Latin music scene.”
CREDITS LIST
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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