Amstel Selfportrait was an immersive theatrical performance in São Paulo that promoted authenticity and freedom, connecting the brand with a young audience and the local cultural scene.
The “Self-portrait” project by Amstel aimed to create an immersive experience that embodied the spirit of Amsterdam, a city known for its freedom, authenticity, and cultural diversity. Inspired by the show “Sleep No More,” the project sought to allow each participant to explore the space and scenes according to their own journey and perspective, making them the protagonist of the experience. The goal was to forge a strong emotional connection with the brand, reinforcing Amstel’s positioning as a brand that values authenticity and freedom of expression. Additionally, the initiative aimed to solidify Amstel’s presence in São Paulo’s cultural scene through an artistic experience that directly resonated with its target audience.
Amstel’s “Self-portrait” aligned with the brand’s spirit of bringing out the best in each individual, following the concept “I’m what I am.” This project represented an unprecedented brand activation in the beer industry, materializing the concept through a unique cultural and artistic experience in São Paulo. The experience was a journey of self-discovery, with each participant taking the lead in their own story. Inspired by the show “Sleep No More,” participants had the freedom to explore the space and scenes, creating a personalized experience.
The name “Autorretrato” reflects self-exploration and authenticity, aligning with Amstel’s positioning as a brand that celebrates the freedom to be yourself. The use of art reinforced the authenticity of the experience and connected Amstel to São Paulo’s cultural scene, promoting a creative and inspiring environment for artistic expression.
