Amstel is a brilliantly refreshing, session-able lager from the convivial, sophisticated city of Amsterdam. But with spontaneous awareness at a lowly 7%, next to nobody has heard of it in the UK and it competes with some true giants: Budweiser & Stella – established brands with massive distribution advantage and significantly superior communications budgets. To steal share, and cement ourselves in the minds and fridges of lager drinkers all over the country, we needed to create a campaign that drastically improved Amstel’s spontaneous awareness by generating disproportionate cut-through.

Bridges on Bridges stars Jeff Bridges taking on the role of his surname and literally becoming a human bridge as he talks about the power of bridges and how they can help bring people together. Set in Amsterdam, the city of bridges, Jeff observes and facilitates moments of people coming together as he tells the viewer all about bridges and what they can do. The film ends with a toast to togetherness, with the residents of Amsterdam joining.

Amstel isn’t any old bier. It comes from Amsterdam. Home to the Dutch Masters, ladies of the night, tulips, other less salubrious plants…and bridges. Over 1,200 of them, to be precise. And these bridges have, for centuries, brought the people of Amsterdam together to create a tolerant, progressive and ultimately very lovely city, where differences are set aside and actively celebrated, often over an Amstel or two.

It’s a different story in the UK. Division and difference is rife: politically, generationally, economically, geographically, you name it.

So what better way to create impact and cut-through than by celebrating the power of bridges (and bier..!) to bring us together, with one of the most famous Bridges of all?

The campaign runs on TV nationwide in the UK from April 2019 – August 2019 as a 60”, 40” and 30”. It is also supported by a comprehensive, multi-platform digital media plan that will run across the same timeline.

We’ve been live for 3 days!