Cannes Lions
DOOM & DICKSON, Amsterdam / HEINEKEN / 2005
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Amstel's positioning is about masculinity and male bonding. A girl invites herself on a men-only weekend-trip. To demotivate her, one lies that they're going parachuting. This unfortunately excites her more. They succeed in getting rid of her by letting her make the first jump and going straight to the bar themselves.
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