Space and Heineken renew partnership for Desperados festival activations

Space has created branded spaces for Desperados for two UK festivals
Space has created branded spaces for Desperados for two UK festivals

Agency Space has been appointed by Heineken's tequila-flavoured lager brand Desperados to lead its music strategy and activation at two UK dance music festivals this summer.

The agency previously worked with Desperados in 2013 on a London-based festival campaign, which visited Land of Kings annual music festival in Dalston and Field Day in Victoria Park.

This year Space has created a custom-built branded area at We Are FSTVL in Essex, which took place on 24-25 May, and will be doing the same for the impending Park Life Weekender event in Manchester on 7 and 8 June.

The Desperados ‘Detonate Moment’ is an initiative to build anticipation and unify festival goers by engaging with their senses. The areas are large corrugated-iron structures adorned with graffiti, and feature a line-up of musical talent along with a unique branded sensorial experience.

The branded area will use graphic visuals, dry ice and lasers, as well as confetti canons and powder paint projected across the crowd at each festival.

As the DJ builds his set to a peak, screen visuals will hint at something more to come before triggering a sensorial explosion.

Desperados’ festival activity will be supported by roaming sampling teams and special skin painting for festival goers from The Urbanist, an experienced graffiti artist who will be operating in the Desperados areas.

Mat O’Brien, creative director at Space, said: "Desperados is looking to build on the success of its ‘In every sense’ campaign at London dance festivals last summer with further activity that plays on the sensorial elements of the brand.

"The Desperados Detonate area aims to enhance and elevate the festival experience at every touch point – from the build of structure to the visual content that bombards the audience at the Detonate Moment. Our ambition is to create an intimate and memorable party that closes the physical and emotional space between festival-goers and the brand to give them something to talk about long after the weekend is over."

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com, plus get exclusive discounts to Campaign events.

Become a subscriber

GET YOUR CAMPAIGN DAILY FIX

Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free