Real friendship allows us to be our true selves. But in an age
where relationships can feel curated or performative, and spots can be produced via AI, authenticity matters.
That's the premise behind Amstel's new campaign “Shot Without Permission.” Devoid of actors, photographer Javier Tles worked to discreetly capture casual,
unguarded moments of joy and camaraderie.
The images were shot in South America. The campaign runs globally on social media and launches across OOH, starting with
Argentina and Romania.
The creative agencies behind the idea: INGO Amsterdam and Ogilvy Amsterdam.
“To portray genuine friendship, we had to momentarily break every rule
in marketing. No casting. No script. No consent. We decided to shoot first and ask for permission later. The results speak for themselves,” said Daniel Fisher, Global Chief Creative
Officer, INGO. It also explains the ad's tag: “Real friendships can't be faked.”
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A study commissioned by Amstel found people felt more themselves around friends than
romantic partners. Some 68% viewed friendships as key to being their true selves. After the shots were taken, the team approached those photographed to explain potential ad use and obtain consent. In
addition, those who recognize themselves in campaign placements across outdoor and social channels can claim a year’s supply of Amstel.
Amstel was founded by two friends in 1870 in
Amsterdam. The brewery was named after the Amstel River, which was used for cooling the beer.