Title | HOLD MY BEER |
Brand | AMSTEL RUSSIA |
Product/Service | AMSTEL NON ALCOHOLIC BEER |
Category |
A01. Food & Drink |
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
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.