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Behind the Idea: Amstel Ballen Bar
Dutch agency Doom & Dickson created a campaign for Amstel beer with balls. What is it all about?
 Creative team: Ferry van Tongeren and Arjan van Woensel. Creative Directors at Doom & Dickson Amsterdam.   Format: The Ballroom of Amstel for men refers to the Ballroom of IKEA, a supervised play area which was designed to keep children occupied while their parents are shopping. The Amstel Ballroom is the ultimate mobile refuge for men "trapped" in a woman environment (like the Ideal Living Exhibition). It offers everything men dream of: snack balls, meatball sandwiches, golf balls, football, and of course Amstel Beer on draft!   Idea: Amstel's positioning is about masculinity and male bonding. This idea is all about Amstel being men's best friend. Helping him wherever and whenever possible. Amstel is OUR BEER.   Where: We came up with this idea while brainstorming for the whole new Amstel campaign in the New York hotel in Rotterdam one year ago.  Satisfied: Yes, we are satisfied. We not only had a chance to make this commercial. We also built an actual Amstel Ballroom which will be located on the Ideal Living Exhibion this year. On top of that we've also made a radio campaign and a range of POS materials.  Comment: Go to the Ideal Living Exhibition (April 1-10, 2005, RAI, Amsterdam, The Netherlands)! |
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posted by BlogFonk: Monday, March 14, 2005 [#]