We wanted to express Amstel’s brand concept of FILTERED in a new, non-traditional and edgy way to increase brand appeal to the target initiators. We took the idea of filtered and used it to create an event that would give the consumer with a unique experience.We created FILTERED, a video art exhibition that uses a psychological profiling system and RFID technology to filter content for the viewer. The exhibition embraces and celebrates the qualities inherent in the Amstel brand, creating an energising, exciting and inspiring experience across a multi media platform, incorporating video art, film, animation and music.

The guest fills out a questionnaire allowing the software to create an individual profile. The RFID card allows the viewer to be the unconscious curator – the technology designing the exhibition to their own specific desires, tastes, fears and wants.The exhibition was held in Amsterdam in the old post office building - a place that's been transformed into a new hot spot for artists and a broad range of cultural activities. We picked this location because of the association with urban life and creativity.The exhibition will go on tour, presenting Amstel’s unique ‘filtered’ positioning to a wide, culture-savvy audience.