{"id":5749,"date":"2026-04-17T12:31:26","date_gmt":"2026-04-17T10:31:26","guid":{"rendered":"https:\/\/megawatt.agency\/?post_type=portfolio&#038;p=5749"},"modified":"2026-05-07T16:32:29","modified_gmt":"2026-05-07T14:32:29","slug":"desperados","status":"publish","type":"portfolio","link":"https:\/\/megawatt.agency\/en\/portfolio\/desperados\/","title":{"rendered":"Desperados"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column]<div class=\"case-deatil-heading title_subtitle_element\"><div class=\"title\"><h1>Ignite your Latin Vibe<\/h1><\/div><div class=\"tags\"><ul><li>Desperados<\/li><\/ul><\/div><\/div><div class=\"scroll_down_element\"><a href=\"#scroll_down\" target=\"\">Naar beneden<\/a><\/div><div class=\"item\">\n            <div class=\"img-wrp\">\n                <div class=\"image_or_video banner-video\"><video autoplay  muted controls playsinline preload=\"metadata\" class=\"vimeo-video\">\n                        <source src=\"https:\/\/player.vimeo.com\/progressive_redirect\/playback\/1183738592\/rendition\/720p\/file.mp4%20%28720p%29.mp4?loc=external&#038;oauth2_token_id=1809726402&#038;signature=32d5f75abc8060d1c6db0140ba39f20cbe61f06ae89ab47e4a5f400426273eb4\" type=\"video\/mp4\">\n                    <\/video><div class=\"globle-play-btn\"><\/div><\/div><\/div><\/div>[\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text css=&#8221;&#8221; el_class=&#8221;text-content&#8221;]<b><i>Ignite your Latin Vibe<span class=\"Apple-converted-space\">\u00a0<\/span><\/i><\/b><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Background<\/strong><\/p>\n<p>With the global campaign The Beer with Latin Vibe, Desperados targeted a new generation of festival-goers in the Netherlands: Generation Z and Y. A generation that lives in a world of packed schedules and to-do lists, leaving little room for spontaneity. That\u2019s why Desperados introduced the Latin Vibe: a fresh energy where spontaneity and a laid-back, free vibe take centre stage. Megawatt translated this global positioning into an integrated activation platform for Dutch festivals: Ignite Your Latin Vibe. This platform brought together festivals, social media, and online activations into a cohesive whole.[\/vc_column_text][vc_column_text css=&#8221;&#8221; el_class=&#8221;services-tags&#8221;]<\/p>\n<h2>Services<\/h2>\n<ul>\n<li>Creative<\/li>\n<li>Strategy<\/li>\n<li>Concepting<\/li>\n<li>Social<\/li>\n<li>Advertising<\/li>\n<li>Content<\/li>\n<li>Community<\/li>\n<li>Brand<\/li>\n<li>Positioning<\/li>\n<li>Media<\/li>\n<\/ul>\n<p>[\/vc_column_text]<div class=\"case-detail-info\"><div class=\"images-wrp \" id=\"scroll_down\"><div class=\"images\"><picture>  \n                                <source media=\"(min-width:768px)\" srcset=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/04\/Desperados_Top_Mid_EXTRA-1520x785.jpg\">\n                                <img decoding=\"async\" src=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/04\/Desperados_Top_Mid_EXTRA-1520x785.jpg\" alt=\"\">\n                            <\/picture><\/div><div class=\"images\"><picture>  \n                                <source media=\"(min-width:768px)\" srcset=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/04\/Desperados_Top_Left.jpg\">\n                                <img decoding=\"async\" src=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/04\/Desperados_Top_Left.jpg\" alt=\"\">\n                            <\/picture><\/div><div class=\"images\"><picture>  \n                                <source media=\"(min-width:768px)\" srcset=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/04\/Desperados_Top_Right.jpg\">\n                                <img decoding=\"async\" src=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/04\/Desperados_Top_Right.jpg\" alt=\"\">\n                            <\/picture><\/div><\/div><\/div><\/div>[vc_column_text css=&#8221;&#8221; el_class=&#8221;text-content&#8221;]<strong><span class=\"TextRun SCXW82858004 BCX4\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW82858004 BCX4\">Approach<\/span><\/span><\/strong><span class=\"LineBreakBlob BlobObject DragDrop SCXW82858004 BCX4\"><strong><span class=\"SCXW82858004 BCX4\"><br \/>\n<\/span><\/strong><\/span><\/p>\n<p>&nbsp;<\/p>\n<div>\n<p><strong>Avenida Desperados<\/strong><br \/>\nAt the heart of our platform was Avenida Desperados: a vibrant street bursting with energy. Megawatt created a modular festival kit that allowed festivals and partners to transform their spaces into bustling hotspots. Balconies turned into pop-up stages, alleyways became block parties, and shopfronts came alive with music and performances. The vibe? Unexpected, open, and full of Latin flair!<\/p>\n<p>&nbsp;<\/p>\n<p><strong>The Bodega<\/strong><br \/>\nThe standout feature was The Bodega at Pinkpop. From the outside, it appeared to be a typical South American corner shop, filled with colourful products and Latin cultural details. But behind a hidden door, visitors discovered a secret alley where a spontaneous block party was happening. The Bodega evolved into the social hotspot of the festival, generating a wealth of organic content and shareable moments.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Become Head of Latin Vibe<\/strong><br \/>\nThe activation platform thrived not only at festivals but also online through earned and social content. The recruitment campaign, Head of Latin Vibe, gave consumers the chance to become the face of the campaign. Not a traditional ambassador role, but a quest for someone who embodied the Latin Vibe. Through social media, we challenged consumers to showcase their own Latin Vibe by creating content and sharing their dance moves to the track GUAO GUAO. The winner became the official Head of Latin Vibe, touring festivals like Pinkpop, Solar, and Down The Rabbit Hole, capturing and spreading the Avenida Desperados vibe with a reach of 10M and a PR value of 96.8K.<\/p>\n<\/div>\n<p>[\/vc_column_text]<div class=\"case-detail-info\"><div class=\"images-wrp \" id=\"scroll_down\"><div class=\"images\"><div class=\"image_or_video banner-video\"><video autoplay muted controls loop=\"\" playsinline preload=\"metadata\" id=\"vimeo-video\" class=\"vimeo-video\"><source src=\"https:\/\/player.vimeo.com\/progressive_redirect\/playback\/1190141517\/rendition\/720p\/file.mp4%20%28720p%29.mp4?loc=external&#038;oauth2_token_id=1809726402&#038;signature=321453212cded3946d1fabe28fe3bbe6d575f6df1eafd6fe3e9d54d2d72b33db\" type=\"video\/mp4\"><\/video><a id=\"play-button\" class=\"globle-play-btn\" data-fancybox href=\"https:\/\/player.vimeo.com\/progressive_redirect\/playback\/1190141517\/rendition\/720p\/file.mp4%20%28720p%29.mp4?loc=external&#038;oauth2_token_id=1809726402&#038;signature=321453212cded3946d1fabe28fe3bbe6d575f6df1eafd6fe3e9d54d2d72b33db\"><\/a><\/div><\/div><div class=\"images\"><picture>  \n                                <source media=\"(min-width:768px)\" srcset=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/04\/Desperados_Bot_Right.png\">\n                                <img decoding=\"async\" src=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/04\/Desperados_Bot_Right.png\" alt=\"\">\n                            <\/picture><\/div><div class=\"images\"><picture>  \n                                <source media=\"(min-width:768px)\" srcset=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/04\/Desperados_Bot_Left.png\">\n                                <img decoding=\"async\" src=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/04\/Desperados_Bot_Left.png\" alt=\"\">\n                            <\/picture><\/div><\/div><\/div><\/div>[vc_column_text css=&#8221;&#8221; el_class=&#8221;text-content&#8221;]<strong><span class=\"TextRun SCXW45617475 BCX4\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW45617475 BCX4\">Result<\/span><\/span><\/strong><span class=\"LineBreakBlob BlobObject DragDrop SCXW45617475 BCX4\"> <br class=\"SCXW45617475 BCX4\" \/><\/span><\/p>\n<div>\n<p>With the localized activation platform Ignite Your Latin Vibe, Desperados successfully established itself as The Beer with Latin Vibe at Dutch festivals in a long-lasting and consistent manner. Through a strategy and concept that translated across various touchpoints, Megawatt made the brand positioning tangible at every relevant moment of the festival season. This ensured that Desperados remained constantly visible, culturally relevant, and directly connected with the target audience.<\/p>\n<\/div>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column]<div class=\"related-posts-title\">\n        <div class=\"container\">\n        <div class=\"row-wrp\">\n        <div class=\"left-col\"><\/div>\n        <div class=\"right-col\"><h2>Related cases.<\/h2>\n        <a class=\"btn-projects\" href=\"\/work\/\" title=\"see all projects\" target=\"\">see all projects<\/a>\n        <\/div>\n        <\/div>\n        <\/div>\n        <\/div><div class=\"selection-projects-wrp\"><div class=\"container\"><div class=\"latest-posts\"><div class=\"post\"><a href=\"https:\/\/megawatt.agency\/en\/portfolio\/esn\/\"><\/a><div class=\"post-thumbnail\"><div class=\"featured-image\"><img decoding=\"async\" src=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/04\/ESN_Top_Left.jpg\" alt=\"Featured Image\"><\/div><\/div><h2 class=\"post-title\">Push Forward &#8211; ESN<\/h2><div class=\"post-category\">ESN<\/div><\/div><div class=\"post\"><a href=\"https:\/\/megawatt.agency\/en\/portfolio\/protein-canteen-melkunie\/\"><\/a><div class=\"post-thumbnail\"><div class=\"featured-image\"><img decoding=\"async\" src=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/03\/Melkunie_Top_Left.jpg\" alt=\"Featured Image\"><\/div><\/div><h2 class=\"post-title\">Protein Canteen<\/h2><div class=\"post-category\">Melkunie<\/div><\/div><\/div><\/div><\/div><div class=\"work-together-section\"><div class=\"lets-work-together\"><div class=\"container \"><div class=\"row-wrp\"><div class=\"left-col\"><h2>Let&#039;s work together<\/h2><p>Wij cre\u00ebren maximale energie voor merken. Klaar om je merk te superchargen? Let\u2019s meet!<\/p><\/div><div class=\"right-col\"><div class=\"team-members\"><div class=\"team-member\"><div class=\"member-img\"><img decoding=\"async\" src=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2024\/07\/stefan-kwast.jpg\" alt=\"Stephan Kwast\" \/><\/div><div class=\"content\"><h2>Stephan Kwast<\/h2><p>CEO<\/p><a href=\"mailto:&#115;&#46;kwa&#115;t&#64;m&#101;&#103;&#97;w&#97;&#116;t.&#97;&#103;e&#110;&#99;&#121;\">&#115;&#046;&#107;&#119;as&#116;&#064;&#109;eg&#097;w&#097;&#116;t&#046;&#097;g&#101;nc&#121;<\/a><\/div><\/div><div class=\"team-member\"><div class=\"member-img\"><img decoding=\"async\" src=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2024\/07\/richard-dillen.jpg\" alt=\"Richard Dillen\" \/><\/div><div class=\"content\"><h2>Richard Dillen<\/h2><p>CCO<\/p><a href=\"mailto:r&#46;dill&#101;n&#64;m&#101;g&#97;w&#97;&#116;t.agen&#99;y\">r&#046;d&#105;l&#108;&#101;&#110;&#064;&#109;&#101;&#103;aw&#097;&#116;t&#046;&#097;&#103;en&#099;y<\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>[\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"featured_media":5767,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false},"portfolio-category":[171,163,172,164,165],"portfolio-tag":[],"class_list":["post-5749","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry","portfolio-category-brand-en","portfolio-category-content-en","portfolio-category-creative-en","portfolio-category-media-en","portfolio-category-social-en","entry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Desperados - Megawatt<\/title>\n<meta name=\"description\" content=\"With the ambition of becoming the number one party drink for Gen Z and Gen Y, Megawatts 360\u00ba approach was vital. 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