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By Janet Stilson The marketing team at Heineken didn’t quite know what to do back in 2015. It needed to heighten consumer awareness and love for Desperados, its tequila-flavored brew, but there was no clear direction. Then, in walked a team from the ad agency We Are Pi. From left to right: Patrick Garvey, managing director; Barney Hobson, executive creative director; Alex Bennett-Grant, chief executive officer; Rick Chant, executive creative director.
After some deep conversations, everything clarified into an outlandish series of happenings. Among them was a zero-gravity party aboard a parabolic space-training plane, where guests floated weightlessly, high above Las Vegas, while an Amsterdam DJ spun out some bass-heavy tracks. Then there was Deep House, the underwater dance floor in the world’s deepest swimming pool, located outside Venice. And another event, SkyFest, involved DJs performing above the mountains of Spain in a fleet of hot-air balloons, in sy ....