Launched 10 days ahead of the start of the 2021 French Open, Amstel leveraged its new ambassador alliance with tennis superstar and King Of Clay Rafa Nadal (announced in April) through an integrated ‘Choose Your Way To Live’ campaign promoting its low-carb, low-calories Amstel ULTA and Amstel 0.0 beers.
The idea is to demonstrate how Amstel ULTRA and Amstel 0.0 are high quality, refreshing alternatives for those occasions where low calories or zero-alcohol beers are a great fit and highlights the importance of moderation and responsible consumption as part of parent company Heineken’s umbrella ‘Brewing A Better World’ ambition to create more choice for consumers within the zero-alcohol category.
Thus the global campaign highlights the importance of finding balance in life and the benefits of selecting a beer that works for you by showing Nadal embracing an active, yet balanced lifestyle: with a focus the unexpectedly understated ways the tennis megastar likes to spend his time away from the court enjoying the simpler moments with friends and family.
The multi-channel TV, digital and OOH campaign was led by a pair of hero films: ‘True Luxuries’ (for Amstel ULTRA) and the ‘Rafa Side of Nadal’ (for Amstel 0.0)
The hero spots were posted online on the brand’s social channels on 20 May and the campaign initially debuted in Mexico and Spain and then rolled out across a further 10 markets later through the 2021 summer.
“I really enjoyed working on this campaign with Amstel, as the message it portrays around encouraging responsible consumption is such an important one,” commented Nadal in the campaign’s launch PR. “Amstel ULTRA and Amstel 0.0 allow me to find a balance between staying active and spending quality time away from the court with friends, safe in the knowledge that I can make choices that complement my lifestyle and encourage responsible consumption and moderation. I hope it highlights that even the simplest choices in life, can help with finding the balance we all require.”
Amstel Global Brand Director Bernardo Spielmann added “It’s great to launch our first campaign with Rafa Nadal, celebrating the luxury of choice and finding a beer that works for you and your lifestyle. With Amstel ULTRA and Amstel 0.0, we aim to empower everybody to be able to live a balanced and active lifestyle, without the need to compromise on taste or quality. Together with Rafa, we will continue to develop the Amstel ULTRA brand globally, as this exciting category continues to grow.”
The campaign was developed by the independent creative shop hello_ and directed and produced by Igor Borghi of Central Films in Nadal’s native Mallorca (Spain).
The campaign was conceived and created by a team at agency hello_ which included CCO Walter Aregger and CEO Hernán Ibarra, Executive Creative Director Ricardo Armentano, Planning Manager Fernando Bozzoletti and Project Manager Marcelo Genel.
The team at Central Films was led by Director Igor Borghi, Executive Producers Mauricio Francini, Raúl García and Oscar Cabañas, with Producer Carolina Kostbahn, Director Of Photography Carlos Ritter, Scriptwriter Juan Vicente Rodríguez, FXV Alberto Michele Mantini, Talent Management José Manuel Ramiro, Editor Juan Fontana, Postproduction Manager Eduardo Lamas and Post Director Patricia Guerra.
Sound design was handled by Bravo Audio with music from Vieja Records, animation by Band 22 Milán, the photographer was Eduardo Wallace with Stills Producers Gonzalo Miranda, Diego Castillo and Martín Hillcoat.
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