Amstel Ultra has an invitation to consumers: why not trade that neurotic calorie bill for the happy moments bill? The concept of the beer brand’s campaign seeks to counterbalance its differentials, such as the fact that it is low carb, for example.
In the movie “Stop Counting Calories” and in its digital pieces, a calorie counter remains on the screen all the time while people are enjoying moments and enjoying life with friends. Until, in the end, a duct tape covers the caloric value of the beer, suggesting that they stop counting calories to count fun times.
In addition to the film, Amstel Ultra also invited influencers and personalities such as Sophia Abrahão, Sérgio Malheiros, Dandara Mariana, Letticia Munniz, Paola Antonini and Vittor Fernando to star in the action.
“Amstel Ultra arrived with the proposal to provide fun, balance, good times and memories, respecting the individuality and lifestyle of each one”, said Anna Luisa Dafico, marketing manager for Amstel in Brazil.
The campaign was signed by HNK Lab.
Datasheet:
Agency: HNK LAB
Qualification: Stop Counting Calories
Client: Heineken Brazil
Product: Amstel Ultra
Business Lead: Felipe Giacon
ECD/Creative Lead: Quatrocci
Strategy Lead: Ana Carolina Santos
Project Director: Mark Richter
Creation: Bernardo Silveira, Marcelo Carvalho, Caio Camargo, Guilherme Portugal, Lucas Andrade
Service: Luana Garcia, Julianna Carvalho, Patricia Sá, Guilherme Pereira
Planning: Erica Rigobello, Bruno Pedra, Larissa Baldassarini
Contents: Nabil Carone, Ana Paula Martinelli, Michelle Bastos
Media: Ana Battaglini, Marcela Patriota, Thiago Sousa, Isabela Ciardella
RTV: Guilherme Rodrigues
HEINEKEN Approval: Nabil Nasser, Bernardo Spielmann, Vanessa Brandão, Eric Markus, Anna Luisa Dafico, Fernanda Leitão Assis
HEINEKEN Approval (Media): Carina Hermida and Luana Belchior
HEINEKEN Approval (PR): Marília Borges, Felipe Cezar and Gabriela Torres Izidio
Image producer: Dogs Can Fly
Direction: Pedro Furtado
Executive producer: Thiago Balma E Ricardo Whately
Line producer: Niry usha
Line Producer Assistant: Luja casaro
Production coordination: Rogerio Maestro
Production Coordinator Assistant: Valkyrie Lapa
1st Assistant Director: Adriana Foureaux
2nd Assistant Director: Pedro Quintero
Photography Direction: Marcos Ribas
Art Director: Danielle D’Avilla
Costume: André Braune
Production director: Renato Angello
Production assistant: Jeferson medice
Post-production coordination: Valquíria Pacheco and Nina Senra
VFX Director: Bidu Madio
Post and Making OF Assistant: Mr. Hepa
Motion Effects: William Gaioto
Creative Research: Rodrix tunic
Mounting: Victor Amorim
Finisher: Lucas Aires
Completion: Dogs Can Fly
Audio producer: LOUD +
Music direction: Gustavo Garbato, Fabio Smeili and Felipe Kim
Service: Priscila Miranda, Karina Amabile, Hingrit Nitshe
Production: Bernardo Massot, Henrique Guimarães, Hugo Mariutti, Rafael Cabelo, Rodrigo Scarcello
Finishers: Pedro Cortez, Ricardo Bertran, Luca Fasano, Eduardo Barbosa, André Gianini and Mauricio Canezin
Executive production: Maia Feres
Coordination: Ingrid Mabelle, Lara Fratucelli, Douglas Freitas, Rafael Silvestrini and Leticia Nunes
iProspect (Red Star – Hub Heineken) – Responsible for digital media strategy and execution.
Executive Business Director: Caroline Bassi
Business Director: Thiago Fernandes
Strategy Director: Lucas Callile
Media Director: Rodrigo Vieira
Business Manager: Aline Licen
Media Manager: Kássia Trompieri
Media Analyst: Laís Virgílio and Amanda Camanho
Insights Manager: Nara Campos
Programmatic Media Supervisor: Shulamita Vidal
Programmatic Media Analyst: Milene Duarte
PR Agency: JeffreyGroup
Group Director: Luis Joly
Account Director: Juliana Medrano
Account Manager: João Francisco Raposo
senior account executive: Rafael Medeiros
Intern: Pedro Naves
