Amstel
Ambient
South Africa
Alcoholic Drinks
Amstel: Amstel Amplified Karaoke
Advertising Agency: OwenKessel Leo Burnett, Johannesburg, South Africa
Art Director: Richard Thompson
Copywriter: Jonathan Dennis
Creative Director: Jared Kushner
Executive Creative Director: Donovan Bryan
Director: Daron Chatz
Agency Producer: Leigh-anne Harris
When Amstel found that they needed to gain relevance among the younger drinking market of South Africa, we decided to do what we do best and add a little bit of Amstel quality to something the youth hold dear to their hearts music. So we partnered with local hip-hop megastar AKA, and lured one of his biggest fans to a Karaoke evening knowing that when it was his turn to sing, he’d pick the artist he loved the most. Agency: OwenKessel Leo Burnett, Johannesburg.