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Creative

Desperados and KiNK Develop World's First Ever International DIY Sound Stage

Musical event campaign was assembled by Dutch agency WE ARE PI and is also supported by a new exclusive track by Kink

Desperados and KiNK Develop World's First Ever International DIY Sound Stage

KiNK played the role of DJ, conductor and producer, by using custom built sounds systems as instruments and partygoers from around the world as musicians, to produce an unorthodox assortment of sounds.

As part of the experiment, KiNK created the exclusive track “I Can See Through You” in real time (which can be listened to here).

Desperados Sound Stage: W.T.F. (Watt The Frequency), is the fifth act in a series of unique party experiences, which saw 300 fans descend upon Amsterdam to take part in an interactive live party for music lovers, directed by KiNK. Amsterdam-based ideas company WE ARE Pi created the multi-act campaign called “Release Your Inner Tequila” for Desperados.


Each sound system was sourced from the local music scene of its country of origin, including Germany, Netherlands, France and the UK, to create a truly global sound. Using materials such as faders attached to organs, electronic oil drums and even disused cars, the distinct medley of sounds, under KiNK’s direction, came together to create one exceptional track.

“Desperados Sound Stage was wild. I’ve never had the chance to experiment with such unique sound systems before,” said KiNK. “There were moments when the sounds and music worked perfectly together and of course a few mistakes along the way, but that is the spirit of DIY music, breaking the rules because there are no rules to break!”

Anna Bizon, Global Brand Director, Desperados, said: “As nightlife culture continues to evolve, millennials want more from their nights out and have shown a thirst for experimentation, immersive experiences and DIY nights. At Desperados we see our acts as opportunities to encourage this mindset, while also celebrating the people that move the party world forward creatively. The DIY style of Sound Stage brought together skills, sounds and passions from all over the world, resulting in a truly collaborative and unique track.”

Previous acts in the Desperados series of wild experimentation include: SkyFest, the world’s first hot air balloon electronic light orchestra; Train Trax, where Desperados worked with the renowned electronic music group Mount Kimbie to turn an ordinary train in Warsaw into a music instrument for fans from across the globe; Bass Drop, a party onboard a plane at zero gravity, 30,000ft above the Nevada desert; and House Party Plugged, which saw an ordinary house transformed into a backing track.

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Client

Advertiser: HEINEKEN

Brand: Desperados

Global Marketing Manager: Jules Macken

Global Communications Manager: Diogo Pinheiro

Creative Agency

Creative Agency: WE ARE Pi

Strategist: Chloe Ribas

Producer: Cathy Tennant

Executive Creative Director: Rick Chant, Barney Hobson

Business Affairs: Barrie Williams, Ravinia Thwaites-Batteau

Executive Producer: Stephanie Whitehead

Production Company

Production Company: Halal

Executive Producer: Ezra Xenos

Director: Juriaan Booij

Producer: Francine van der Lee

Offline

Editor: Will Judge

Associate Editor: Finn White-Thomson

Post Production / VFX

Post Production Company: Smoke & Mirrors

Producer: Philip Delaney, Lonneke Bertens

Executive Producer: David Michaels

Music

Title: “I Can See Through You”

Sound Design: Alex Nicholls-Lee, Wave Amsterdam

Other

Creative Director: Oli Cottam

Senior Producer: Jemma Ryan

Associate Producer: James Symons

Production Director: Suzi Thrift

Creative Producer: Dan Lord

Technical Director: Ben Pickering

Technical Coordinator: Nick Kowalski

Lighting Designer: Anthony Hall

Sound Designer: Mark Sawyer

Show Producer: Carlos Cabrera

Senior Logistics Manager: Hannah Redknap

Creative Strategy Director: Caspar Mason

Business Director: Sam Moqbel

Event Production & Influencer Programme agency: Jack Morton Worldwide

Genre: Experiential