Title	DESPERADOS AUGMENTED EDITION
Brand	DESPERADOS
Product/Service	BEER / DESPERADOS AUGMENTED EDITION
Category	C02. Rich Media
Entrant	MNSTR Paris, FRANCE
Idea Creation	MNSTR Paris, FRANCE
PR	MNSTR Paris, FRANCE
Production	MNSTR Paris, FRANCE

Name	Company	Position
LOUIS BONICHON	MNSTR	Creative Director
AUDREY MAZET	MNSTR	Account Director
OLIVIA RENOUD-GRAPPIN	MNSTR	Account Manager
MATHIEU CHEROUX	MNSTR	Art Director
NICOLAS LEFEBVRE	MNSTR	CREATIVE TECHNOLOGIST
XAVIER ROCHE	MNSTR	HEAD OF MOTION DESIGN
FLORENT CHAU	MNSTR	GRAPHIST

The Campaign

Desperados believes young adults need to free themselves from the established norms in order to build their own personality. To bring this spirit to life, the brand features the Desperados of our times: Street artists. Two decades ago, Desperados started to collaborate with the 9th concept, a French collective of renowned street artists. Ever since the collective have been designing its limited editions, over 70 so far. This time, we were challenged to reinvent the edition in a way that truly enhances engagement. Desperados ‘Edition Augmentee’ was born. The bottle acted as the gateway into a phygital installation by the 9th concept artist Matthieu Dagorn. It takes consumers on a journey into an artwork that’s both, real and fictive. The bottle was designed to be the key. Mobile was acting as the door. VR technology combined with Dagorn’s physical sculpture represented the room up for discovery. A world’s first.

Creative Execution

Desperados ‘Edition Augmentee’ is more than just a limited edition. It embodies a new dimension of street art. We chose Matthieu from the 9eme Concept because VR felt like a natural extension of his artistic path. Our aim was to respect his physical work whilst enhancing it virtually. Google’s tilt brush technology - a 3D painting virtual reality application - neatly tied into his style. Matthieu was trained in virtual reality painting and soon became an advocate of it. We then challenged him to create an urban artwork and enhance it digitally. Matthieu locked himself away for 10 days and let his imagination run free. He created real masterpiece at consumer’s fingertips: All they needed to do was to download the Desperados app and scan the label. They were taken on a journey into Matthieu’s art. Through 4 levels of navigation they experienced AR, followed by the creation of the physical artwork and its virtual counterpart, both in 360 videos. A making of video closed the experience loop. Besides making the experience easy to access, we educated consumers through a step-by-step guide on the bottle itself and on tri-pack packaging. Furthermore, we used influencers to share live demonstrations within social. We organised an exhibition in Paris to introduce the first phygital street artwork to the public. The installation was also exhibited at the Urban Art Fair and finally it travelled across France, from one local event to the next. Journalists and influencers were always present. They spread the word about ‘Edition Augmentee’ and street art lovers all over France were listening with their mobiles in hand. Desperados produced 1.7 million ‘Edition Augmentee’ bottles to get distributed over a period of 6 months.