Dance music festivalgoers are in for a colourful treat this summer as tequila-flavoured beer brand Desperados launches a new body-painting experience at a series of events in the UK.
The Paintworks activation, developed by creative agency Twelve, will invite revellers to express their creativity with psychedelic body art and offer a complimentary bottle of Desperados to everyone who takes part.
The unique marbling experience will launch at We Are FSTVL (25-26 May) tomorrow and continue throughout the summer at BoomTown (7-12 August), Elrow London (17 August) and South West Four Festival (24-25 August).
Once the sun sets, the vegan-friendly organic patterns will come to life with the UV paint radiating among the crowds to create epic party moments. Paintworks is part of Desperados latest campaign, which positions the brand as an iconic party beer for a new generation of festivalgoers.
“As the original tequila-flavoured beer, Desperados has always stood for wild experimentation and creativity,” said Izabela Glodek, brand director for premium beers at Desperados parent company, Heineken UK.
“Festivals are an opportunity for people to escape and live their alternative lives. Where they dance into the night with strangers, dress up in clothes they otherwise wouldn’t, put on their glitter and party paint.”
Desperados has become known for launching interesting activations in the physical space. Earlier this month, its Deep House campaign from WE ARE Pi and Jack Morton won a branded content silver Creativepool Annual award and the brand recently announced Skyfest, the first festival to be held in a hot air balloon.