How can Desperados help create that party mood wherever and whenever people are prepared to release their inner tequila? Giving our audience an unexpected party on the night when the clocks change. By owning the one hour per year, which has always been taken for granted: Daylight Saving and turn it into the “Extra Hour”. This will be a campaign that starts in American Samoa, which will be the first country where the clocks changed. From there we roll out our campaign to other major countries around the globe. This will position Desperados as the 'founder of an unforgettable night out'.
- Piet Zwart Institute, Willem de Kooning Academy