With the aim of making a connection between the Netherlands and São Paulo, the action is signed by Atenas.ag
Amstel announced the first edition of the “Amstel Spirit of Amsterdam”, an experience that arrives in São Paulo with the aim of honoring the connection points between the São Paulo and Dutch capital and bringing the celebrations of King’s Day, a Dutch holiday, to the country .
The event, scheduled for the 27th and 28th of April and the 4th and 5th of May and which will take place in the Rio Pinheiros region, connects with the campaign “I AMSTEL — The Incomparable Flavor of Being Ourselves”, which highlights the authenticity and freedom, as well as encouraging people to be themselves.
“We will show consumers everything that is in common between the two cultures and, of course, highlight the aspects that differentiate Amstel from other brands on the market: its origin, its ingredients and its authenticity. Therefore, we strongly believe in the potential of this project, which is innovative and unique, characteristics that permeate all actions carried out by the brand”, stated Cecília Alexandre, Mainstream and Economy Marketing Director in Brazil.
The action is signed by Atenas.ag which, in partnership with Wado Gonçalves and Diego Ognibeni, developed brand experiences combining architecture, design and technology techniques; and Rike Volpato, creative strategist specializing in projects for the beer and entertainment industry.
The festivities will be free and will have the capacity to welcome a thousand people per day. Upon arrival at the event, the public will be guided by the production team to the Welcome Bridge (Welcome Bridge) and, on the other side, it will be possible to see part of the scenography.
“The ‘bridge’ concept of this project promotes a journey of experiences aligned with Amstel’s values, merging icons and symbols of the two cities. In a playful way, with scenographic and artistic interventions, we will surprise and entertain the public with great intensity. Among other attractions, the public will have an unprecedented opportunity to sail along the Pinheiros River on ‘Party Boats’, just as happens on Amsterdam’s canals”, explained Guilherme Bailão, director of Brand Experiences and Sponsorships at the Heineken Group in Brazil.
In addition, the space will also feature a Central Village that will be beautified with tulips and flowers from Holambra, in partnership with a local cooperative, responsible for making the environment even more colorful and with an Amsterdam aesthetic.
