Responsive: Collaborative Practice - Meeting My Partners + Brief Analysis

Today I found my partners for the collaborative part of this module, and I will be working on the D&AD Desperados Brief. My team consists of Amelia Bramwell (Graphic Design) and Gavin Rae (Animation). As we were grouped together mainly as the only 3 students doing the desperados brief, we have not seen any of each others work so it will be interesting as to how our project turns out. Both Amelia and Gavin seem to be really nice motivated individuals with enthusiasm and ideas so it should be quite fun, and they are each from a different course to me, meaning maximum diversity and skill sets. 

In our first meeting we decided to make a small action plan for the next upcoming weeks, including meeting times and deadlines, e.g have a moodboard ready by next Thursday. We have also added eachother on facebook and have a group message so that we can stay in contact for the length of the project and hopefully after that! 

Brief Analysis

Connect young urbanites with the Desperados spirit, through and immersive experience that will help them release their daring side and push creative boundaries. Show how Desperados can help create that party mood wherever and whenever people are prepared to "release their inner tequila."

What problem(s) are identified by the brief?
Desperados would like an immersive experience(campaign? event? online?) that  promotes the brand, and encourages its audience to have a good time(unleash their party spirit) whilst enjoying Desperados.

What is the brief asking you to do about it/them?

The brief is asking for us to think of a way that Desperados can be enjoyed, that pushes creative boundaries (interactive advertising, games, apps) and create a party mood. This could also involve branding and packaging design. 

What is the brief trying to achieve?

If successful, the brief will achieve a product/campaign/experience that encourages people to drink Desperados and have a fun time whilst doing it.

Who will benefit?
My team will benefit hugely if we won this competition and would be a huge achievement to put on our CV's, especially as students. The Desperados brand will also benefit as they will have received a groundbreaking and fresh new idea that encourages people to buy their product so that they can get the party started. Who is the audience?
The audience for the product/campaign are young urbanites (students?), which I feel are the target audience for Desperados products anyway.Can you foresee any problems in responding to the brief?

As Desperados is such a large well known brand in the UK, I think it will be difficult to remain in keeping with it's current visual identity, however I obviously do not want to regurgitate what is already out there, so some slight rebranding or fresh packaging designing may be necessary. 

I'm quite excited to start this brief and think it will be interesting to see what we come up with, and how it reflects the work of 3 different people. Admittedly I am slightly nervous about working in a group, as I tend to take a leader role unknowingly and want my group members to enjoy working with me in an equally respecting way.