Desperados

Year

2023

Industry

FMCG

SOW

CREATION ATL SOCIAL MEDIA DESIGN

Tymek’s "Język ciała" was one of the most recognizable songs of 2023. Its chorus – „Bierz, co chcesz” ("Take what you want") – became the foundation of the communication for the biggest lottery in Desperados’ history. The campaign combined the energy of a music hit with the brand’s long-standing idea of freedom of choice.

Challenge

Desperados needed an activation that would clearly translate the claim „Take what you want” into a real consumer experience.The key was to stand out from the competition and build a lottery that was as visually striking as it was simple to use.The campaign had to reach a young, broad audience, stay close to music culture and deliver the most engaging format in the brand’s history.

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What we've done

We built the entire communication around freedom of choice. The lottery mechanics let participants choose their prizes themselves – and that became its most distinctive feature. For the activation, we designed custom rewards: Despelodówki, Despekurtki, Despepufy, JBL speakers, Going vouchers and cash prizes – all created in a visual style that combined the Desperados world with Tymek’s music-video aesthetic. The spot featuring the artist played like a dynamic mini music video and showed Desperados as a natural part of any party, regardless of style, energy or the crowd. In digital and social media, we expanded the campaign with energetic, TikTok- and fashion-driven formats that showcased the prizes and encouraged participation. As a result, the lottery became a real part of party culture, and the rewards turned into aspirational, desirable elements of every party.

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