AMSTEL @ SÃO PAULO PRIDE 2019
#strategy #planning #experience #copywrite #communication
MY ROLE:
Comms and creative strategy, significant part of the creative execution (idealization of experiences, press kits, influencers, artists, cenography)
Amstel is all about the Spirit of Amstedam: it brings freedom, diversity and respect to everywhere it goes.
To to make this positioning loud and clear in Brazil, the brand decided to join one of the biggest movements in the world: the São Paulo Pride, a parade that brings almost 4 million together in a celebration of freedom, respect and diversity.
Inspired by one of the most remarcable landmarks of Amsterdam, the I AMSTERDAM sign, we created I AM PROUD, a communication and experience platform that got people talking about and sharing Amstel.
It included PRable activations around town, including three instagrammable installations, a street and office activations and a truck that wowed everyone with it's design and line up.
To open the Pride Week, Amstel invaded São Paulo's most important avenue with two installations to materialize the concenpt - the IAMPROUD and IAMFREE box letter installation at Paulista Avenue. Brand promoters also gave away tulips, a big dutch symbol, with the I AM PROUD Manifesto.
It included PRable activations around town, including three instagrammable installations, a street and office activations and a truck that wowed everyone with it's design and line up.
To open the Pride Week, Amstel invaded São Paulo's most important avenue with two installations to materialize the concenpt - the IAMPROUD and IAMFREE box letter installation at Paulista Avenue. Brand promoters also gave away tulips, a big dutch symbol, with the I AM PROUD Manifesto.
Before the main event, Amstel brought a new version of the Red Light District to the Pride Parties: the Rainbow Light District, an empowering photo installantion.
On the parade day, Amstel presented the I AM PROUD truck, a little piece of Amsterdam that got everyone dancing and celebrating to the sound of awesome DJs and IZA, the most fierce brazillian singer.
To make sure the message got to everyone that matters, Amstel send a perfect invitation to some influencers: an experience box with a raincoat, pride tiaras and a celebratory cup.
Last, but not least, to invite the company's staff, Amstel gave away tulips on it's São Paulo office and IZA recorded a special message as well.
