Campaign, signed by HNK Lab and produced by Sagaz, was launched on social media
Amstel launched a campaign that aims to pay tribute to authenticity, the right to love, the achievements and challenges of the LGBTQIAP+ community.
The piece, signed by HNK Lab and produced by Sagaz, highlights several LGBT+ weddings in different locations, reinforcing the message that everyone has the right to say ‘yes’ to themselves and others.
“The film is a celebration of diversity and the courage to be who we really are. We want to show the world that love should be celebrated in all its forms, and that Yes to love is a fundamental right that must be protected and valued” , said Cecília Preto Alexandre, director of mainstream and economy brands at the Heineken Group.
The film’s premiere on the Meta (Instagram) and TikTok platforms, starting this Wednesday (12), aims to reach a broad and engaged audience, using social media to reiterate fundamentals linked to love, freedom and authenticity.
The project speaks to Amstel’s mission to value freedom and authenticity on all fronts, encapsulating the direction of its campaign this year, titled “The incomparable flavor of being ourselves”.
“With each scene, the parties are grander. Not just in the number of guests, but in freedom and achievements. Guided, in fact, the entire campaign was created and directed by people from the community”, added Luciana Elaiuy, head of creation from HNK LAB.
