The event series, which will consist of three parties, kicked off in London last Friday (17 October) at Bussey Building in Peckham. Desparados will go on to host other parties in Warsaw and Milan throughout October and November.
The three parties, targeted at consumers aged between 18 and 24 years old, have been billed as unconventional, multi-sensory experiences designed to provide guest with an unforgettable clubbing adventure. Each event will feature a line-up of music acts.
Jack Morton has partnered with multiple agencies on the campaign, including Naked, Work Club, TVC and Starcom Mediavest, which extends through an integrated PR and media campaign. It will also run alongside the broader #partyinstinct social campaign, which encourages people to party better, party different and share their partying moments.
Claudia Calori, global brand director for Desperados, said: "Party is a key occasion for us; at the same time many brands want to play within the party territory without a clear and ownable voice. We have partnered with Jack Morton and have turned the concept of ‘cool branded parties’ upside down by putting people, and not the brand, at the centre of a unique experience.
"We want to create challenging journeys that can leave a mark on people’s memories as they will have done something totally unexpected. But only people who have a party instinct will take the most out of it."
Richard Vincent, director of consumer and digital, EMEA, Jack Morton Worldwide, added: "This is a fantastic opportunity to create truly convention-breaking and shareable experiences. Desperados has a vision of engaging with people through unique and thrilling shared adventures and we’re delighted to help the brand realise this vision."
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.