THE THINKING.

For Amstel Russia’s brand campaign, we dove deep into what friendship and loyalty means to Russian men.

What we found, was that they are a lot more serious about their friendships than other parts of the world. This insight aligned very nicely with the fact that Amstel was founded by two close friends, as they were fed up with the quality of beer they were drinking.

Our brand platform was born: Serious About Beer & Friendship since 1870.

The film charmingly brings to life the type of unquestionable dedication that Russian friends have for one-another.

- Epica 2018 - Silver
- Creativity - Editor’s Pick
- Shots - Contender
- David Reviews - 5 Stars