Desperados - Guao Guao
Role: Global Creative Director | Idea & Eco System Development / Global Creative Supervision
Desperados, a beer with tequila famous for wild parties, faced a challenge: European Gen Z goes out less, stays online more, and struggles to let loose.
In Latin America, it’s the opposite - Gen Z still lives for the party, fueled by pure Latin vibe. So we brought a piece of that energy to Europe, literally, dropping an original reggaeton track with Grammy-winning producer Ovy on the Drums and Venezuelan artist Micro TDH.
The track and music video were backed by a 360 campaign that launched them big: Guao Guao hit Apple Music Top 10 in 23 countries and received an official Latin Grammy selection.
The music video:
The campaign:
Yup, we launched it on wild latino nails by famous nail artist Coca Michelle:
Credits:
Leadership and Creative Direction
Bruno Bertelli — Global CEO LePub, CCO LePub Worldwide
Cristiana Boccassini — Global Chief Creative Officer
Mihnea Gheorghiu — Global Chief Creative Officer
Luca Boncompagni — Global Executive Creative Director
Evgenii Shiniaev — Global Creative Director
Ilia Priamilov — Global Creative Director
Angela Celano — Creative Supervisor
Matteo Gemelli — Creative Supervisor
Creative Team, Design&Art
Andrea Ferlauto — Head of Art
Daniele Tesi — Associate Creative Director
Adina Cirstea — Associate Creative Director
Per Moe — Senior Art Director
Niccolò Orso Campanini — Design Lead
Emanuela Ferrari — Senior Copywriter
Miriam Marin — Junior Copywriter
Fernando Miranda Camacho — Junior Art Director
Paolo Vendramini — Senior Designer
Marcello Tarro — Junior Designer
Daria Guseva — Junior Designer
Veronica Bottanelli — Art Buyer
Ariberto Anastasi — Digital Art Director
Strategy Data and PR
Bela Ziemann — Global Chief Strategy Officer
Monica Radulescu — Global Strategy Director
Cristina Sarraille — Global Strategy Director
Davide Brock — Strategic Planner
Adam Lotz — Communication Strategy Director
Zoe Lazarus — Head of Culture & Data Hanna Janasik — Ethnography/ Data Analyst
Tumay Mavi — Data Translator
Laura Gutiérrez — Strategic Planner
Isabella Cecconi — Global Head of PR and Communication
Federica Fiorentino — Senior Digital PR Manager
Alessia Cornali — PR Coordinator
Account Management and Client Service
Aurelie Quenardel — Global Client Service Director
Ioana Dumitrascuta — Global Account Director
Marta Dell’Adami — Global Account Director
Chiara Allievi — Global Account Executive
Julie Le Houezec — Global Partnerships Manager Daniele Benvenuti — Content Specialist
Kejsi Haxhi — Digital Project Manager
Production
Francesca Zazzera — Chief Production Officer
Anna Sica — Head of video production
Margherita Fonseca — TV Producer
Tina Paolella — Production & Print Manager Daniela Inglieri — Production & Print Manager
Simona Caldarini — Digital Producer Supervisor