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180 Kingsday’s New Campaign for Amstel Russia Gets ‘Serious About Beer and Friendship’

In a year that’s been marked by discussion around gender roles and with headlines on ‘toxic masculinity’ - Heineken’s Amstel® beer sees a return to the more traditional values around men and male friendship. Exploring what it means to ‘Hold my Beer’ - Amsterdam based 180 Kingsday presents a poignant new campaign for Amstel® Russia.

It’s not a well known fact, but Amstel® beer was born in 1870 by the friendship of two Dutch men, Mr De Pesters and Mr Van Marwijk Kooy - who wanted to share a better quality of beer together. Owing to their real friendship – and their dedication to uncompromising quality - they created a revolution of sorts in the brewery industry. They extended the time of brewing up to 20 days and added the important ingredient to the recipe – the time. The quality of Amstel® is time-proved as well as the true friendship. Today people enjoy Amstel® beer in more than 100 countries including Russia.

New TV commercial ‘Hold my Beer’, is set in a charming European village, where an incredible act of friendship is portrayed in a bittersweet and humorous film.

As two friends enjoy a beer, one asks the other to hold his glass while he goes to the bathroom. Unfortunately it appears that the bathroom he stepped into was on a boat heading out to sea. His friend stands waiting patiently - like a true friend should. Holding both their untouched beers. Day after day. Season after season. The villagers help him eat, read, watch football and stay awake while he does his best to not drink his Amstel - an almost impossible feat. Several months later his friend then reappears - utterly astounded that his best friend is still standing - holding his untouched Amstel. A true act of serious friendship, for a seriously good beer.

Kalle Hellzen - ECD at 180 Kingsday said 'The simplest ideas are often the most engaging - and ‘Hold my Beer’ is one of those. We're really proud on how this latest iteration of our 'Serious About Beer and Friendship' platform continues to build a distinctive and premium charm, humour and relevance to the brand. And on top of it all, it was a pleasure to work with the team in Moscow on this campaign.'

The campaign was shot by acclaimed director Justin Reardon, of Budweiser Whasssup fame, and the spot captures the essence of Amstel's premium heritage in a way that is both funny and touching. The film is filled with great scenes and humour - brought to life by a fantastic cast.

‘Hold my Beer’ is the second film in 180 Kingsday’s 'Serious About Beer and Friendship Since 1870' communication platform. Last year’s ‘Pass it On’ established the brand's premium position in Russia.

Agency: 180 Kingsday

Production Company: Bas Production
Director: Justin Reardon (c/o Double Agent, London)
Line Producer: Alenka Protic
Production Manager: Kristina Mersak
Director of photography: Matyas Erdely

Editor: Fiona Fuchs

Music Company: Sizzer Music, Amsterdam

Sound Design: Stainless Sound, Amsterdam
Sound designer/mixer: Nick Smith

Post Production: MPC, Amsterdam
Post producer: Kayleigh Dugdale

VFX Lead: Ricky Weissman

Colourist: Toby Tomkins @ CHEAT, London

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Above+Beyond Brings Cheese Lovers’ Dreams to Life in New Work for Pilgrims Choice

Cheese-loving consumers will soon see their dreams turned into advertising in a new integrated advertising campaign for Ornua UK-owned cheddar brand Pilgrims Choice, created by Above+Beyond.

The TV launch film, “Charlie’s Dream”, blends live performance, puppetry and CGI to recreate a consumer’s real dream, which was one of many dreams sourced from cheese lovers across the UK. The ad kicks off “Cheese Dreams”, an integrated campaign for Pilgrims Choice, which is the UK’s number two branded cheddar. The strategy was inspired by research into the naturally occurring amino acids in cheese, which indicates that the idea of eating cheese at night leading to vivid, unusual dreams may be more than an old wives’ tale; and that a strong cheddar is more likely to have this effect.

The film shows a dreamer who finds their arms growing incredibly long until they are able to reach through the sky to a restaurant nestling in the clouds, which they then grab and put on their head, like a very strange helmet. Inside is a tiny pub, where a pirate whose beard is made from socks sits before a very cheesy feast – including a cheeseburger and cheese on toast that are both able to walk around.

The social and out-of-home campaign breaks on 21 May, followed by TV at the beginning of June as part of a major push that also includes print and in-store promotions. For the social element, consumers will be invited to submit their own cheese-fuelled dreams for a chance to see them turned into animated .gifs.

Michael Harper, Marketing Director at Ornua UK, said: “This new campaign brings fun and excitement to the cheddar category, in a way that only a challenger brand can. By making the bold link between cheddar and dreams, Pilgrims Choice will earn a significant share of voice, not just in the category, but in culture. This is exactly the audience-led approach we were hoping for from Above+Beyond.”

David Billing, Chief Creative Officer at Above+Beyond, said: “For Pilgrims Choice, we have come up with a truly audience-in campaign, creating a cultural connection between the brand and cheese lovers. And it’s been an incredible thing, putting these weird stories generated by real people’s subconsciouses, not the pens of creatives, on screen. The passion and ingenuity put in by the team who have made the dream into a reality (of sorts!) really shines through in this stand-out film, which we can’t wait for audiences to see.”

Along with the TV ad and other campaign assets, Above+Beyond has created a ‘making of’ film, showing how much work went into creating the sets, puppets and miniature pub.

Media for the campaign is by Yonder.

Client: Ornua UK
Agency: Above+Beyond
Production co: Blinkink
Director: Joseph Mann
Co-Director: Rune Spaans
Executive Producer: Bart Yates
Producer: Matt Marsh
Post production Blinkink
Sound design: Scramble
Media: Yonder

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