Desperados x Amsterdam Dance Event
Amsterdam Dance Event (ADE) is the world’s leading conference & festival for electronic music. I was part of its three-headed copywriter team, focusing my efforts on partnerships, brand activations, general communication, and digital content ranging from web articles to city guides and social content.
ADE’s main partner is Desperados, the tequila flavoured beer brewed by Amsterdam’s ubiquitous brand: Heineken. For the 2019 edition, we focussed on helping visitors Find, see and feel the music with Desperados.
To help them do just that…
I wrote the copy for an out of home and digital campaign. During the event week in late October, 20 outdoor ads were strewn across the streets of Amsterdam throughout its five main districts, gracing hot spots such as Centraal Station, Leidseplein, the Concertgebouw and the Buiksloterweg ferry station.
These posters included taglines and QR codes. Once scanned, the codes led visitors to articles on ADE’s website, which showcased five events they could visit in their vicinity that day or night, nudging them to a nearby dance floor. I wrote all copies, both OOH and online, on the ADE side of Desperados’ campaign.
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