Does a brand need to advertise itself at a time when society is struggling with a pandemic?
What is the right message to share? What is the best way to show empathy without being too generic, too flat, too “another emotional Covid commercial”?
When Amstel beer asked for a #stayathome message during the 1st Covid lockdown, we had to stop for a second, take our advertising lenses off and think beyond and above the brand.
It seems that a simple message putting aside the brand and focusing on a human honest wish, did the job. The Amstel wish was highly shared among the audience and travelled beyond borders, airing in 4 neighboring countries.