For the first time, Desperados became the main beer sponsor for Amsterdam Dance Event, the biggest music event in the Netherlands. To celebrate this privilege and to announce the great news to Netherlands, we created the campaign Find Your Dance Floor.
The campaign evolved around exploring nightlife in Amsterdam in a creative and adventurous way. By this, we mean you could find hidden dance floors throughout the city. To highlight this special feeling, we created a video that captured the city glow just before ADE is hitting off. It's a real thing, this glow. You might not be able to see it, but we can guarantee you will feel it when you're in Amsterdam during ADE. Desperado's was so delighted with the video that it was broadcasted as a commercial in movie theaters in the weeks leading up to ADE.
As the new sponsor, you should kick off ADE with pride. We organized an event on a secret location. There was no map, only signs and marks around the city could lead you there. Inside the location, we created hidden dance floors, each with its own DJ's and live shows. Secrets rooms could only be entered through a fridge door, leading you to a chilly beer-filled fridge stage. Via a locker you'd enter the stage of a mystery guest (well-known DJ) and our main act was hidden inside the kitchen of a restaurant, leaving the lucky attendees dancing till the evening ended.