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Amstel Relaunch
Back to WORKS
Amstel Relaunch
LIBERATING
PROFESSIONALS
IN THEIR FREE TIME
LIBERATING
PROFESSIONALS
IN THEIR FREE TIME
2013
Crafting technology
Amstel
FARA 2013: Gold, Product Campaign
FARA 2013: Gold, One-to-One Communication
FARA 2013: Gold, Ambient Campaign
In 2013 we were tasked to reposition Amstel on the Bulgarian market and inspire its target, keen professionals, to try the beer in their after-work hours. We created two experiential activations that sparked numerous discussions and led to mass trial of the product.
Activation One: Amstel Pause
The only advertising installation that doesn't ask you to do anything
Problem
Keen professionals can’t take a proper break even after work – they stay connected to the office or are in a constant rush.
To inspire people to take a break, we created an installation that asks them to do… nothing!
“All we can say is that if we were Kit Kat, we’d be pretty pissed that we didn’t do this first.” — Adweek
“A seeming Homer Simpson dream machine” — Fast Company
Activation Two: Amstel Safe
Helping professionals stay away from their phones
To help professionals look away from the screens, we created Amstel Safe – wardrobes for mobile phones in bars. People who lock their phones, get an Amstel key and a free Amstel beer to enjoy their time and conversations undistracted.
Similar project
Twitter at DMEXCO 2022
