HOLD MY BEER

ClientAMSTEL RUSSIA
Category A01. Food & Drink
TitleHOLD MY BEER
Product/ServiceAMSTEL NON ALCOHOLIC BEER
Entrant 180 KINGSDAY Amsterdam, THE NETHERLANDS
Idea Creation 180 KINGSDAY Amsterdam, THE NETHERLANDS
Production BAS PRODUCTION Ljubljana, SLOVENIA
Additional Company SIZZER AMSTERDAM, THE NETHERLANDS
Additional Company 2 MPC Amsterdam, THE NETHERLANDS
Additional Company 3 STAINLESS SOUND Amsterdam, THE NETHERLANDS
Additional Company 4 CHEAT London, UNITED KINGDOM
Credits
Name Company Position
Kalle Hellzen 180 Kingsday Executive Creative Director
Joe Craig 180 Kingsday Creative Director
Ed Ryder 180 Kingsday Creative Director
Lachlan Palmer-Hubbard 180 Kingsday Art Director
Jordan Cross 180 Kingsday Producer
Jim O'Regan 180 Kingsday Global Account Director
Vincent Johnson 180 Kingsday Brand Planner
Fiona Fuchs 180 Kingsday Editor
Justin Reardon Justin Reardon Director

Write a short summary of what happens in the film

In the film, two mates meet at a pub in a charming European harbour town. One asks the other to hold his beer while he heads to the bathroom, however a misstep leads the toilet-goer onto a boat and off to sea. Hours turn to days, weeks and months. The seasons change, yet the accidental seaman’s friend continues to wait while holding both their untouched beers. His charge soon turns him into a bearded shambles, and a local attraction; the villagers feed him and frighten away gathering pigeons while he does his best to abstain from sipping the Amstel. Finally, his friend reappears after his oceanic adventure, and the two pick up exactly where they left off without a single mention of “where the hell have you been?”

Cultural/Context information for the jury

This film was created for Amstel Russia, and champions male friendship in a year marked by debates about gender roles and toxic masculinity. It was inspired by the Amstel brand’s history, which was born in 1870 from the friendship of two Dutch men who wanted to share a better a better quality beer together.