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Small Agency Conference and Awards

Small Agency Campaign of the Year, Digital, Silver: 'Bass Drop,' We Are Pi for Desperados

By Published on .

We Are Pi's campaign for Desperados
We Are Pi's campaign for Desperados Credit: We Are Pi

Talk about dropping the bass. In an exhilarating campaign for Heineken's tequila-flavored beer, Desperados, Amsterdam's We Are Pi transformed an airplane flying high above Las Vegas into a dance floor. DJ Mike Cervello manned the tunes and when he dropped the bass, the plane also dropped, putting dancers into zero gravity. The agency documented the stunt with two films that recorded the experience from both the DJ's and the dancers' points of view. The campaign, shown in 14 global markets, had an average performance that exceeded Facebook's video completion benchmark by 370%, according to the agency. Heineken has used the campaign as a best-in-class case study for digital activations across all brands and markets.

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