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Desperados Enlists Peggy Gou for Second Instalment of Rave to Save Campaign

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The initiative uses the Desperados Rave to Save app to blend gaming with real life, as consumers dance to unlock rewards and raise money for charity at events throughout the year

Desperados Enlists Peggy Gou for Second Instalment of Rave to Save Campaign

Desperados has launched the next phase of its innovative Rave to Save campaign, as part of its global Pour Some Unusual on Your Usual creative platform. This year, the initiative converts partygoers’ dance steps into rewards the harder they dance, whilst also contributing to donations for charities that champion inclusivity on the dancefloor.

This experiential platform was launched by Peggy Gou, iconic party producer Elrow and music industry leaders Beatport, to create a series of innovative parties that will travel around the world this year.

The campaign, born out of creative innovation consultancy WE ARE Pi and brought to life by global experiential agency Jack Morton, harnesses the power of dance steps to shine a light on the potential future of the party-going experience, by showing how technology can allow attendees to unlock rewards and experiences through the power of their dance steps. Prizes can range from free Desperados to tickets to exclusive experiences, which can be claimed through the app. The more levels they unlock the more epic the night gets for everyone on the dancefloor.

Each step also raises money for charities that champion inclusivity, such as Stonewall and Women in Music, as it aims to make the dancefloor a more welcoming place for all. For every 100 steps danced at each event, €1 will be donated by Desperados to support inclusive charities, with the brand pledging to convert up to €200,000 over the whole party season.

These funds will be used to advance the awareness, equality, diversity, and opportunities of women and the LGBTQ+ community worldwide. On top of the financial stake in the ground, Desperados has committed to 60% of the DJs they work with directly, identifying as female or LGBTQ+. This comes as research conducted by Desperados found that 65% of people want to see the party scene more inclusive, and a huge 40% said they’d go out more if it was.

Kicking off a series of 10 parties, the launch event held in Amnesia Ibiza, rewarded those who danced the most with an exclusive afterparty headlined by DJ Peggy Gou, alongside queer collective PXSSY PALACE and DJs Cici, Manda Moor and Absolute., and last weekend alone saw almost four million steps danced and raised €30,000 for charity.

Rutger van der Stegen, global marketing manager for Desperados, said, “We’ve always been pioneers of the party scene, but we believe we have a responsibility to positively impact it. Doing something and telling the world is easy, but getting the world to do something is much harder, and we believe we’ve found a way to get consumers involved in the cause by using their dance moves.”

The campaign was brought together by a multi-agency team consisting of creative innovation consultancy WE ARE Pi, experiential by Jack Morton, Edelman for PR, Beatport for talent and event production, events partner Elrow, Boomerang on social and Robot Kittens on app development.

Rick Chant, co-founder of WE ARE Pi, said, "Hacking the pedometer in your phone to count your dance steps and turn them into donations for causes that make the dancefloor more inclusive is an unexpected innovation from a beer that thrives on the unexpected.''

The app is available to download via the App Store and Google Play. For more information about the series of events, watch back the exclusive Ibiza afterparty here or check it out on social - #RaveToSave #Desperados.

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CLIENT

Brand: Desperados

Global Marketing Manager: Rutger van der Stegen

Global Brand Manager: Bianca Cioti

Brand Coordinator: Andràs Komaromi

CREATIVE AGENCY

Agency: WE ARE Pi

Chief Executive Officer: Alex Bennett-Grant

Executive Creative Directors: Rick Chant, Barney Hobson

Creative: Ankita Tobit, Maya Halilovic, Kyle Foreman, Jonay Urbina, Pierre Gilles

Design Director: Seth Josephs

Designer: Nick Fatouris

Strategy Director: Chloe Ribas

Managing Director: Patrick Garvey

Head of Client Partnerships: Agathe Derrstroff

Business Director: Sam Grischotti

Senior Account Director: Blyda Eksteen

Account Manager: Slav Slavov

Senior Producer: Vyvy Ly

Head of Production: Stephanie Whitehead

Business Affairs Director: Melissa Kincaid

BRAND EXPERIENCE AGENCY

Agency: Jack Morton Worldwide

Project Director & Show Director: Sam Witt

Executive Producers: James Symons, Wendy Robinson

Project Manager: Maria D’Elia

Digital Producers: Libby Dakin, Francesca Betts

Creative Technologist: Babak Hatamian

Creative Directors: Kara Porter, Tom Knowles

Content Creative Director: Lisa Wrake

Animator: Hayden Bannochie

Technical Director: Natasha Bonner

SOCIAL MEDIA AGENCY

Agency: Boomerang

Creative Lead: Alice Issakson

DOP/Editor: Lennert Stok

Project Manager: Mikey van den Berg

APP DEVELOPMENT

Prod Company: Robot Kittens

Creative Director: Tijmen Mulder

Technical Director: Niels Filmer

Tech Lead: Ruben Kuiper

Design: Bbblgm, Koen Koopman

Developers: Jonas Kuiler, Jenny Sun, Kaj Ginus

Project Manager: Luuk Ehmer

EVENT PRODUCTION

Event Production: Beatport, Elrow

Operations & Creative Director: Ferrán Pascual

Head of Partnerships: Victor Sabater

Brand Partnerships Manager: Laura Cadena

SVP, Media Group: Ed Hill

Head of Beatport Live: David Browne

Senior Producer: Tara Thompson

Live Production Lead: Stevan Pecic

Event Production Lead: Tony Castello

May Behar: Artist Liaison & Production Support

PRODUCTION

Music Audiovisual Production Company: Tv2Beat

Director: Kyle Foreman

Production Director: Virginia Pinada

Producer: Vyvy Ly

DOP: David Montanes

Local Post Producer: Naz Foroodian

Photographer: Alberto Alcocer

Editors: Kristian Brace, Finn White Thomson

Assistant Editor: Adolph Comes

Sound Design: Sound Object

Categories: Beers, Alcoholic Beverages

WE ARE Pi, Tue, 02 Aug 2022 09:47:36 GMT