News
THE NETHERLAND AMSTEL KING’S DAY – AMSTERDAM
When brand experience is powerful, it transcends borders, connects cultures, and creates memorable moments.
On Saturday, 26th of May, we had the honor of carrying out, alongside AMSTEL — a beer from the Heineken Group — an unprecedented activation during King’s Day, the most important holiday in the Netherlands, celebrated by thousands of people across the country. We took the brand’s #VemPraRoda platform to the canals of Amsterdam in a moving performance by Marcelo D2, celebrating samba as our true cultural royalty.
It took extensive research, planning, and attention to every detail to ensure that the essence of Brazilian samba could respectfully and authentically merge with the festive Dutch spirit. Aboard an exclusive boat, the samba circle sailed through Amsterdam, bringing the rhythm, soul, and energy of our carnival to a European audience. Meanwhile, in Brazil, Amstel King’s Day also took place over two weekends — April 26–27 and May 3–4 — with shows, samba circles, and DJ sets along the banks of the Pinheiros River, in São Paulo.
These experiences embody everything we believe in: the power of brand experience to build genuine connections between brands, people, and cultures. It was truly moving to see Brazil shine at the heart of one of Europe’s biggest celebrations — with purpose, emotion, and excellence.