2014 • tendances • moodboard LIVE NOW • variations • graphical guidelines • desperados 2014
GRAPHICAL GUIDELINES AND LIVE NOW VARIATIONS • 2014 LIVE NOW • variations • graphical guidelines • desperados 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 back Desperados 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 for You 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...
LIVE NOW • variations • graphical guidelines • desperados 2014
PROPOSAL 01 • LIVING TONIGHT! LIVE NOW • variations • graphical guidelines • desperados 2014
PROPOSAL 02 • LIVING NOW! LIVE NOW • variations • graphical guidelines • desperados 2014
PROPOSAL 03 • LIVE 2NIGHT! LIVE NOW • variations • graphical guidelines • desperados 2014
PROPOSAL 04 • PARTY TONIGHT! LIVE NOW • variations • graphical guidelines • desperados 2014
PROPOSAL 05 • LIVE NOW! OR NEVER LIVE NOW • variations • graphical guidelines • desperados 2014
PROPOSAL 06 • Party Now! LIVE NOW • variations • graphical guidelines • desperados 2014
PROPOSAL 07 • right NOW! LIVE NOW • variations • graphical guidelines • desperados 2014
PROPOSAL 08 • LIVE RIGHT NOW! LIVE NOW • variations • graphical guidelines • desperados 2014
• MORE VARIATIONS • Right now.
It is now.
Now or never. (It’s now or never) Right about now.
The time is now. Make it happen.
Live for the moment. Live the moment. Enjoy today.
Act now. Let’s get moving. Right here, right now.
Enjoy the present. This moment is yours.
Go for it It’s time now
Today is your day.
Live today
Right this instant. Go get it.
Don’t wait. You know you want to.
Capture the moment.
This is it.
Take over today. Live today.
Feel alive. Don’t doubt.
Do it now.
Feel it.
Go for it.
Get going.
Take it.
LIVE NOW • variations • graphical guidelines • desperados 2014
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.
LIVE NOW • variations • graphical guidelines • desperados 2014
Key Original
Kot party
Toilets
# Party like never before
# You’ve got the rest of your life
# Everywhere’s a party
# Eclate-toi comme jamais
to sleep
# Les soirées sont partout
# I used to sleep at night
# Tu as toute ta vie pour dormir
# It’s always a good time to party
# Pourquoi dormir la nuit?
# What happens here, stays here
# C’est toujours le bon moment pour s’éclater
# Ce qu’il se passe ici reste ici
Key Red
# Your place or mine?
YouTube
# Be a legend
# chez toi ou chez moi ?
# Get up and go out
# Deviens une légende
# Why wait until midnight?
# Lève-toi et va danser
# Make it legendary
# Pourquoi attendre minuit ?
# La fête, c’est pas ici
Saint Verhaegen
Spotify
Student nights
# Life is a party
# Music is the party’s best friend
# Tonight is your night
# La vie est une fête
# Une soirée, jamais sans du bon son
# Rends ta soirée légendaire
# Ce soir, c’est ton soir
# Make your own party
posters
# Ce soir, c’est toi qui invite
Festivals
# There’s always a party
# You’re the DJ
# Dance as if no one is watching
# Il y a toujours une soirée
# Le DJ, c’est toi
# Danse comme si personne ne regardait
# Go get it # Ne résiste pas
Stations
Activation bars # What happens in this bar, stays in this
# Don’t let the city fall asleep
2m2
bar
# Ne laisse pas la ville s’endormir
# Try something new tonight
# Ce qu’il se passe dans ce bar reste dans ce bar
# Ce soir, c’est du jamais vu
# The party never stops
Back to school
# Listen to the night
# Ta soirée ne s’arrête jamais
# Become a wild child
# Ecoute la nuit
# Déchaine-toi
# Be the party
# More friends mean more parties
# Deviens ta propre soirée
# De nouveaux amis, de nouvelles soirées
LIVE NOW • variations • graphical guidelines • desperados 2014
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 # Donne-leur rendez-vous chez toi # Invite friends, have fun! # Incruste-toi là où tu veux faire la fête # Party at home? # Incruste-toi # Party at your place? # Prends ton laisser-passer pour toutes les soirées # Why wait untill midnight to party? # Despe est ton laisser-passer pour chez tes potes # Tonight it’s up to you # La baraque de ton pote va vibrer ce soir # No need to wait. Party now. # Ta baraque va vibrer ce soir # Don’t wait untill midnight. # Appelle tes potes, ce soir ça va être bon # Start your own party! # Appelle tes potes, ce soir ça va être la folie # The night is young # Be impulsive, start your own party.
LIVE NOW • variations • graphical guidelines • desperados 2014
DISPLAY OFFTRADE • PARTY LIVE NOW • variations • graphical guidelines • desperados 2014
KEY ORIGINAL # Party like never before
LIVE NOW • variations • graphical guidelines • desperados 2014
KEY RED # MAKE IT LEGENDARY
LIVE NOW • variations • graphical guidelines • desperados 2014
KEY MIXED
LIVE NOW • variations • graphical guidelines • desperados 2014
LIVE NOW • variations • graphical guidelines • desperados 2014
KEY on trade • Bars
LIVE NOW • variations • graphical guidelines • desperados 2014
LIVE NOW • variations • graphical guidelines • desperados 2014
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.
LIVE NOW • variations • graphical guidelines • desperados 2014