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180 Amsterdam & Amstel Russia Champion Friendship and Beer in New Spot

180 Amsterdam, 2 months, 3 weeks ago

Blink's Björn Rühmen directs feel-good 'Pass It On' spot for the Serious About Beer and Friendship campaign

180 Amsterdam & Amstel Russia Champion Friendship and Beer in New Spot

Beer brand Amstel today goes back to its roots with Pass It On, a new 60-second TVC created for the Russian market by 180 Amsterdam.

The TVC represents the start of the Serious About Beer and Friendship campaign, celebrating the spirit of friendship, which has existed ever since the beer was created by two friends in 1870. It is the first major piece of work for Heineken Russia to be created by 180 Amsterdam since winning the business in a competitive pitch, in late 2015.

180 Amsterdam was tasked with repositioning the Amstel brand as a premium European beer whose drinkers are a little more mature in their life choices, their friendships and their choice of tipple. 


Pass It On is set in a timeless European village, rich in characters, humanity and charm.  It depicts a group of friends ordering an Amstel for their absent friend and passing it along to him, via a chain of assorted townspeople on foot, bike, car, truck and boat. 

The film was shot by award-winning director Bjoern Ruehmann (Blink Productions) and will break across Russia from this month.

Al Moseley, President & CCO, 180 Amsterdam, commented: "This is the sort of project that 180 Amsterdam loves. Getting under the skin of our audience with extensive research into the importance of friendship within Russian culture and turning that into a beautiful and charming campaign that elevates the brand to a new level."

Jonnie Cahill, Marketing Director, Heineken Russia, added: “Amstel - being a brand that was founded by two friends - gave us the authority to speak to our consumer about such an relevant cultural theme. This campaign is an important step in really bringing the colourful and authentic history of Amstel to life”

Creative Agency

Copywriter: Francesco Grandi

Art Director: Edward Ryder

Executive Creative Director: Dan Treichel and Dave Canning

Executive Producer: Bethany Papenbrock

Creative Agency: 180 Amsterdam

President: Al Moseley

Planners: Ben Armistead

Account Management: Jim O’Regan

Digital Production Company

Managing Director: Stephen Corlett

Music and Sound

Sound Design: Henning Knoepfel

Music Production: Soundtree

Composer: Luis Almau

Recording: Soundtree

Offline

Editor: Thomas Grove Carter

Edit Company: Trim, London

Producer: Jemma Daniel/Harriet Cawley

Post Production / VFX

Colour Producer: Lily Cleasby

Colourist: Toby Tomkins @ Cheat

Producer: Serena Noorani

Post Production House: Electric Theatre Collective

Production Company

Executive Producer: Ben Sharpe

DOP: Justin Brown

Director: Björn Rühmen

Production Designer: Steve Summersgill

Production Company: Blink

Producer: Patrick Craig