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

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.

CREDITS:
Agency: 180 Kingsday

Production:
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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Hill Street Goes Alcohol Free in January for Prostate Cancer



The Hill Street Beverage Company challenged Canadians to go alcohol-free for the month of January, and in doing so demonstrated its ability to leverage effective marketing to achieve its business objectives.

The #HillStreetChallenge represented the Company's first fully-integrated marketing campaign, and capitalized on a growing trend to go "dry" for the month of January. It was designed to build awareness of the Hill Street brand amongst Canadians, help people understand the benefits of going alcohol-free, and ultimately drive consideration of the company's alcohol-free products.

"We created the Hill Street Challenge as a way to highlight some benefits of going alcohol-free, but decided to do that in a slightly outrageous way so people would sit-up and take notice" said David Pullara, Chief Marketing Officer at Hill Street, referring to the irreverent videos created as part of the campaign. "We've been working hard over the past year to get people to understand that giving up alcohol doesn't mean giving up drinking or even having a good time, and the outstanding results of this campaign demonstrate our efforts are having an impact."

The Hill Street Challenge was supported using a number of creative elements; video ads, digital and performance marketing assets, and radio partnerships with Zoomer Media, Humble & Fred Radio, and WhatSheSaid Talk Radio were all used to drive awareness of the Challenge.

The Hill Street Challenge also involved a contest component where people were asked to use social media to help one of Hill Street's not-for-profit medical research partners -- either Arthritis Society or Prostate Cancer Canada -- earn a $10,000 donation, resulting in over 800 social media posts. At the end of the campaign, Prostate Cancer Canada earned the $10,000 donation, but a $2,500 donation was also awarded to Arthritis Society for their efforts. Prostate Cancer Canada President and CEO Peter Coleridge was quick to praise the initiative. "We're thrilled to win the Hill Street Challenge," he said. "The initiative raised awareness for two important diseases affecting Canadians – prostate cancer and arthritis. Hill Street Beverage Company is an incredible partner and the gift resulting from our challenge win will allow us to continue to help Canadian families facing this disease through research, support services and education tools."

The Hill Street Challenge generated over 6 million impressions across social media, and over 2.1 million people viewed the video content. The click-through rate from the videos to the Hill Street Challenge landing page was 1.45%, almost seven times the North American average of 0.21%.1 This drove an 8,400% increase in web traffic versus the 30-days prior to the campaign's launch, with the majority of traffic coming from first-time visitors.

Hill Street's marketing is designed to build the Hill Street brand in advance of October, when cannabis-edibles are expected to become legal in Canada. The Company plans to introduce its cannabis-infused beverages under the Hill Street name, leveraging awareness of its alcohol-free adult beverages. A survey conducted in early February of 1,582 Canadians indicated a 300% increase in awareness of "Hill Street" amongst adults, and a 450% increase amongst millennials, over the past eight months.

About Hill Street Beverage Company Inc.
Hill Street Beverage Company is the world's most award-winning company exclusively focused on alcohol-free beer, wine, and adult format beverages. Hill Street's great-tasting products include Hill Street Craft Brewed Lager, Designated Draft alcohol-free beer, Vin(Zero) wines, and Vintense wines, and have won numerous medals and accolades including three Gold, two Silver, and two Bronze Medals at the U.S. Open Beer Championships, the Retail Council of Canada's Grand Prix award, and a prestigious Double Gold Medal at the San Francisco International Wine Challenge. Hill Street will also produce and sell cannabis-infused adult beverages as soon as the sale of cannabis edibles becomes legal in Canada, expected to occur by October 17, 2019. Hill Street has licensed a patented infusion technology from Lexaria Bioscience that allows cannabis to be infused into a beverage such that it mimics the onset and duration effects of alcohol with minimal impact on the taste, smell, or shelf-stability of the product. Check out Hill Street's award-winning line-up and order product to be delivered straight to your home at www.hillstreetbeverages.com.

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