This new global campaign and visual identity from Desperados, the tequila-flavored beer owned by Heineken, has a colorful vibe and takes its cues from street life, GIFs and more as it sets out to "celebrate unconventional people being comfortable in their own skin." The first work for the brand from Wieden & Kennedy Amsterdam introduces a new tagline, "Way of the Desperados," and includes a tumblr full of GIFs, animations and inspirational quotes that artists will add to all year round. Print ads are centered on photographer Cheryl Dunn's street-style black and white shots, while a series of colorful 15-second TV and online ads, one of which is shown here, aims to bring this to life.

The campaign launches in the U.K. today, rolling out to Europe, including Spain, Germany, Poland, Switzerland, Ireland and Austria, in the coming week and later this year to the U.S. and Brazil.