Desperados: Guao Guao

The Challenge

Facing declining cultural relevance among Gen Z, Desperados needed to move away from traditional advertising to build authentic connections with a new generation of consumers.

The Strategy

Rather than treating creators as standard media placements, the campaign constructed a connected, creator-led ecosystem. The strategy centred on embedding the brand into Gen Z culture through a multi-touchpoint movement spanning music, social media, PR, live experiences, and digital participation.

Execution and Innovation

At the heart of the campaign was "Guao Guao," an original reggaeton track co-created with Latin Grammy-winning producer Ovy on the Drums and Micro TDH. Billion Dollar Boy deployed 74 creators across five markets to amplify the track via TikTok dance challenges, Spotify integrations, Snapchat lenses, nightlife events, and localised remixes.

Results

The campaign generated 79 million creator impressions globally, drove significant increases in brand recall and purchase intent, and successfully repositioned Desperados as "The Beer with Latin Vibe."

Judges' Verdict

"This campaign is incredibly connected to culture right now, the creative platform and execution, and collaborations are spot on."