In the campaign, the brand brings together influencers such as Gil do Vigor, Carter Batista, Ale Xavier, Neggata and more.
Amstelthe Group’s pure malt beer HEINEKEN, launches its new campaign for 2024 presenting the message I AMSTEL The Incomparable Flavor of Being Ourselves. The initiative reflects the brand’s fundamental values and pillars, highlighting authenticity and freedom.
The campaign, created in partnership with the HNK LAB agency, officially debuted last Thursday (15) during the Big Brother Brasil and on Amstel’s social networks. With a provocative proposal, the message encourages people to be themselves, without labels or masks, capable of revealing themselves in authentic environments, among dear friends and in favorite places that provide us with security.
The brand will count on the participation of prominent influencers, such as Gil do Vigor, Carter Batista, Ale Xavier, Jess Anjos, Denied e Anderson Dias, who align with the campaign proposal and will share their own individual experiences. In the main 30-second film, each influencer appears in typical moments that reflect feelings such as freedom, authenticity, empowerment, excitement and unity.
“We believe that everyone should feel comfortable being who they really are, without restrictions or judgement. The new I AMSTEL campaign reflects our conviction that the true essence is evident in authentic moments, in safe and welcoming environments. We want to promote not only a quality beer, but also a lifestyle in which authenticity can be celebrated”, comments Nathalia Spina, Marketing Manager for the Amstel brand.
The new campaign will be a central element in the brand’s activities throughout the year, with special emphasis on significant dates and events such as Carnival, Pride, CONMEBOL Libertadoresproprietary projects and major festivals in which Amstel is present.
The objective is to differentiate the brand from other players on the market. And, in terms of communication, the campaign seeks to reinforce Amstel’s reputation, consolidating its commitment to creating safe and welcoming environments so that consumers feel free to be themselves.
For Luciana Elaiuy, creative leader and executive creative director at HNK Lab, the campaign and concept reflect what Amstel is all about: “This campaign is the translation of everything the brand believes in: diverse people, powerful in their authenticity and individuality, celebrating together. Regarding the concept, when we say that there is an incomparable flavor of being ourselves, we are talking about its inspiring nature and also about the product itself. Only Amstel has Dutch yeast, only Amsterdam pure malt. So the concept is a desired truth but also a practiced one.”
I AMSTEL | TECHNICAL SHEET
HNK Lab WPP
– Business Lead: Leticia Thenard
– Creative Lead/ ECD: Luciana Elaiuy
– ACD: Mayara Ribeiro
– Creation: Jessica Mantovani, Luis Mesquita, Rachel Mysia and Gustavo Fernandes
– Content: Nina Kobayashi, Nabil Carone, Patricia Pinheiro and Julie Santos
– Service: Mayara Nunes, Henrique Dal’ Mas, Guilherme Pereira and Igor Florindo
– Projects and Operations: Marcos Richter
– Media: Ana Carolina Santos, Ana Battaglini, Beatriz Vignoto, Mariana Oliveira, Renata Mota, Gustavo Fabris and Victor Teixeira
– Planning: Daniel Marques, Csar Fuster and Alina Paloppi
– DII: Luiz Godoy and Brenda Truksinas
– RTV: Bibiana Oliveira, Patricia Oliveira and Ana Beatriz
Heineken
– Brand: Maria Eduarda da Costa Silva
– Media: Fernanda Saboya, Luana Belchior and Moiss Neto
– PR: Adriana Teixeira, Marlia Borges, Raphaela Brito
Paranoid (Image producer)
– Film Director: Luis Mermet
– Direo Mini Docs: Karol Maia
– Executive production: Marcel Weckx and Luiz Armesto
– Service: Fernanda Sousa, Karina Vallesi and Marina Marujo
– Customer Service Assistant: Nthalie Vieira
– Coordination assistants: Fernanda Hernandez, Camila Aureliano and Dulce Fernandes
– Director of photography: Will Wetchebehere
– Production director: Davis Fabri
– Finishing coordination: Paula Solano
– Editor: Filipe Rodrigues
– Colorist: Bleach
– Ps: Cora POST
– Finisher: Thiago Marra
Jamute (Sound Producer)
– Sound executive production: James Feeler
– Musical production: James Feeler and Marcos Vaz
– Voiceover: Clara Portela
– Sound engineering: Otvio Bertolo, Siri and Marcelo Filho
– Coordination: Julianna Zuppo and Letcia Nunes
– Atendimento: Hingrit Nitsche and Kiki Eisenbraun
iProspect A Dentsu Company (Red Star Hub Heineken) (digital media strategy and performance agency)
– Executive Business Director: Caroline Bassi
– Business Manager: Aline Licen
– Business Supervisor: Mayta Barbosa
– Media Director: Raphael Cunha
– Media Manager: Marcelo Henrique Barbosa
– Media Supervisor: Alexandre Kitamura and Mateus Barcelos
– Media Snior Analyst: Amanda Camanho
– Programmatic Media Manager: Tiago Holland
– Programmatic Media Analyst: Lucca Martins Gomes
Agência Lema (PR strategy and influencer agency)
– Directors: Leandro Matulja, Letcia Zioni, Guilherme Maia
– Gesture/Service: Victor Rulo, Wellington Candido
– Press: Ana Claudia Luiz, Lucas Borba, Fernando Bocardo
– Digital PR (Influencer Marketing): Gabriela Rossi e Gabriel Batystuta
– Creation: Marianna Marzullo, Gabriel Pasin, Gabriela DAvilla, Keyty Medeiros, Toms Daud
– Planning: Felipe Vaitsman, Luis Sorroche, Flvia Cassias, Mariana Foloni.
– Date: Bianca Barini, Cau Anacleto
– Produo: Magda Castagna, Barbara Dawes
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