Amstel wants to be increasingly recognized for its high-quality traits and a reputation for crafting unique moments of fun, connecting the audience with its essence of boldness and authenticity. In order to strengthen this connection, Amstel wanted to offer something entirely different from the alcoholic beverage industry, something special for the audience and the city alike. They were searching for an immersive, innovative, unexpected, and aspirational experience that would bring the spirit of Amsterdam to another major city like São Paulo, impacting a large number of people beyond the physical event.

We created an immersive experience that makes the spirit of Amsterdam tangible to the audience through unique artistic expressions that convey the essence of Amstel. The goal was to create a non-linear narrative where every participant would have the freedom to explore the scenic space and even choose which scenes to watch, making them protagonists of their own experiences within the show. Leveraging the brand's "I am what I am" concept, we crafted a performance that, in a light and spontaneous manner, encourage viewers to contemplate the power of their own singularity, and to embrace it. Through various scenic acts, artistic performances, and set designs, we worked to weave in the brand's symbolism. In the end, Amstel's Demand Space, "Let's Grab a Drink", served as a place for relaxation and enjoyment.

Our insight was to promote not just a performance, but an innovative cultural entertainment experience. We wanted the experience to be prominently featured in São Paulo's cultural calendar, and deliver the show's message to a broader audience, sparking interest. We recommended connecting aspirational symbols from the immersive experience to the Amstel brand, thereby enhancing its connection to more emotional benefits and strengthening ties with opinion-makers in São Paulo.

We created a three-pronged strategy:

1.First act: we introduced the experience to a specialized audience and to the arts community. We kicked off the promotional buzz with an Open Rehearsal, where we also held a press conference.

2. Climax: massive communication aiming to create great PR buzz for the show's opening week.

3.Scene: support communications permeating themes related to the show, with media partners helping extend reach among the brand's target audience.

To achieve the distinctiveness we were aiming for within this experience, we assembled a team of over 20 artistic professionals, led by Grammy Award-winning Director Felipe Hirsch. The venue chosen to house the experience was Central 1926, a preserved historic building in downtown São Paulo known for its vibrancy, high foot traffic, and artists from a wide array of cultures.

Production of the show took six months, including scriptwriting, casting, rehearsals, and creating the music.

The immersive performance occupied three floors of the building, with acts revolving around themes of a collective of individualities, intersecting with the commitments of the Amstel brand.

Each session welcomed 250 attendees who had eagerly awaited their invitations, among both the public and special guests. The run spanned three weeks and twenty sessions.

Remote audiences were able to participate in live sessions online, captured through the perspectives of invited influencers.

All the feedback we received from the guests was positive, highlighting the unprecedented nature of the event, such as "surprising" and "amazing" experience.

Over 7MM people impacted.

More than 12MM impressions.

Box office record of more than 8 thousand tickets.

DPR NUMBERS:

1.755 PUBLICATIONS

47M POTENTIAL REACH

5,7M EARNED MEDIA VALUE

205K ENGAGEMENT

918K IMPACTS & VIEWS

SOCIAL MEDIA

1,08K COMMENTS

420K REACH

5,2K ENGAGEMENT

575 MENTIONS

3,2M REACH

94,5K ENGAGEMENT

PRESS NUMBERS

55 PUBLICATIONS

4,8M REACH

1,5M EARNED MEDIA VALUE