Role: Art Director
The concept of "The World's Largest Stadium is the Bar with Amstel", developed by HNK LAB WPP, aims to show that all the bars in South America, together, welcome the energy of the fans, thus becoming the world's largest stadium.
The 30-second film, produced in Brazil, was broadcasted on digital media and TV throughout South America, and shows all the connection that bars can have with stadiums, making each establishment a true "gate" to the stands to welcome passionate fans.
Amstel produced a mapping for each fan to know where the brand's partner bars are located closest to the person's location.
On the campaign's official landing page and on Google, when searching for "Where to watch the Conmebol Libertadores match", you could identify the establishments on Google Maps.
As for places close to the Amstel bars, the names of the "gates" were printed in OOH (out of home) media to increase the atmosphere present in the arrival at the stadiums.
CHAMA O BAR
During ESPN Brazil's broadcasts, there was an activation called "Chama o Bar" (Ask the Bar), paraphrasing "Chama o VAR", the expression used when supporters protest a dubious referee call. During half-time, ESPN reporters were in the bars, in which fans were able to comment and give their opinions, highlighting the emotion of the moment.
During ESPN Brazil's broadcasts, there was an activation called "Chama o Bar" (Ask the Bar), paraphrasing "Chama o VAR", the expression used when supporters protest a dubious referee call. During half-time, ESPN reporters were in the bars, in which fans were able to comment and give their opinions, highlighting the emotion of the moment.
A TOAST TO THE CONMEBOL LIBERTADORES
In addition to R$1MM in instant prizes, Amstel took 10 fans to watch the Conmebol Libertadores grand final in Guayaquil, Ecuador. We offered Amstel's Instagram followers the complete real-time coverage of this experience with a special squad of influencers plus the promotion winners. Add the end of each day, we posted a short episode summing up what our squad was up to, from boarding planes until the trophy lift.
