Two tribes meet and collide in this irrepressible urban fable, thus making the 'cheers

& slam' proprietary to Desperados. They all are 'To The Bone'

We shot with Floria Sigismondi for her inspired Art Direction skills and her shared prominent vision of portraying sophisticated outcasts. Ravens, South African moths and butterflies were directly put on the actor's hairstyle. Barely no VFX were used since we wanted real authenticity. The darker - yet not harsh - grading opposed a black priestess character with an alluring, crisp perfume-like imagery. The music track - by The Living Things - is a compelling illustration of the whole mental territory.

Globally, the impact of the campaign on consideration, trial and penetration resulted in major volume increases across all markets.

The case of Heineken Netherlands provides evidence that the global campaign was a full success in terms of driving equity which also led to change in consumption behavior.

The retention rate - a good indicator of target audience acceptance and likeability - reached an extraordinary level 78% (+ 8,2%p. vs. Heineken® average and 2x the average of Desperados total brand videos). This is a clear signal for highest consumer acceptance of this content.