Amstel is reinventing their brand image. They developed a new premium beer with a new bottle, logo, and target audience. As a result, they need to communicate with premium beer consumers differently. Instead of the usual brand commercial, Amstel breaks through the clutter, to put the product at the centre of the conversation. The approach was to speak to consumers not only as if they have never heard of Amstel, but any beer for that matter. Part of a through-the-line campaign, these animated shorts explain the full Amstel brand story through the hero of the campaign – the beer.