WE ARE Pi
8 months ago
Partnering with party legends Elrow and UK dance music pioneer, Skream, Desperados transformed Magazine, one of London’s newest venues, into the most welcoming house party and turned people’s wild party ideas into a reality.
Skream said: “Dance-floors are the most welcoming places on earth. They bring people together in a space where everyone can unplug and let go. So, my idea was to take this up a notch, to throw the most epic house party where everyone and their ideas are welcome.”
In pursuit to be the most welcoming house party, Desperados conducted research to uncover people’s perceptions towards party culture and common annoyances on the dance-floor – all to create an epic night out shaped by party goers themselves (Markettiers, 2019)*:
With over 50% wanting to experience an epic one of a kind party from their nights on the town, Desperados is giving partygoers their moment to shine by introducing the Human Mirrorball. Georgina Steele from the UK dreamt up the idea and will be elevated as the Human Mirrorball herself on the dance-floor 12 metres above the crowd.
Across 2019, Desperados challenged consumers to enter their epic party ideas through social media using #WeAreTheParty, bringing the most epic ones to life. Some of the other ideas present at the Epic House Party included:
Diederik Vos, Global Brand Director and chief party curator, Desperados, commented, “Parties are the perfect place to unleash creativity and we wanted to embrace this by giving partygoers around the world an opportunity to shape their own adventures. For this act, we worked with partygoers from across the world, to bring to life what they want from a party experience.”
Alex Bennet Grant, CEO of WE ARE Pi adds: "This year we have taken Desperados party starting experimentation to the next level with events around the world almost every month at the centre of a global brand campaign, not on the fringes of it. This is modern marketing playing out live on social and it's incredibly exciting to create, watch play out and then see the positive impact on brand growth."
Epic House Party is the main event in a yearlong series of acts titled ‘Epic Parties Imagined by You’, where Desperados ignites the party spirit by collaborating with partygoers to bring their most epic ideas to life. Through the series, events have been hosted in some of Europe’s leading party cities including Amsterdam, Warsaw, Berlin and Barcelona.
The year-round integrated campaign was created by WE ARE Pi, with Executive Creative Director Rick Chant directing the experience and resulting content.
Creative Agency: WE ARE Pi
Event Agency: Jack Morton Worldwide
Production Company: Media Monks
PR Agency: Edelman
Genres: Music performance, People, Action, MusicalWE ARE Pi, 8 months ago