Brand will promote the “YES, I AM” campaign, which highlights the power of “yes” and the positive effects of the word on the community
Amstel will be, for the sixth consecutive year, the main sponsor of the LBGTQIAP+ Pride Parade in São Paulo and will feature a show by its new ambassador, Gloria Groove.
In addition, the brand will also form a partnership with Festival Castro and MASP, where it will feature an LGBT+ flag on the museum’s facade, and will promote two same-sex weddings at the top of the electric trio as part of the “YES, I AM” campaign, which celebrates the power of “yes” and the positive effects of this word on the community.
“This year, we want to celebrate the power of YES and the impact this word has on the lives of people in the community — from the pioneers who said YES to their true identity to those who continue to fight for their rights today. Every YES is a declaration of authenticity and freedom, values that we will not give up”, said Cecília Preto Alexandre, marketing director for the Heineken Group’s mainstream and economy brands.
To mark this moment of the year and celebrate together with the LGBT+ community, Amstel and JCDecaux also prepared an initiative to warm up the atmosphere. The action will be carried out on street clocks and other OOH media spread across the city of São Paulo, all taking a specific approach.
In the broadcasts scheduled for the capital’s clocks, the brand will highlight the various YES said and celebrated by the LGBTQIAPN+ community, recalling historical events that marked the era.
On Avenida Paulista, the project will feature an exclusive clock to further reinforce the importance of historical dates for the LGBTQIAPN+ community. Software installed on the equipment and developed by Bizsys, a scenographic and technological producer focused on the advertising market, will bring historical data, such as “This was the year of the first gay marriage”.