The most special Fallas celebrations with Amstel
Amstel’s new campaign for Fallas 2019 is already out on the streets. For another year, the beer brand most associated with Valencia and its traditions has decided to focus on the celebration as a unique event. That’s the aim of a campaign with the claim “All Fallas are Special” which puts the focus on stories that make each one of the Fallas commissions special which in turn, contribute to making Fallas such a big celebration. Again, Publips Serviceplan is the creative agency for the campaign.
The brand has organised the second year of “First class Fallas”. There were eight finalists in the competition and one was chosen as the winner: Barraca-Espadán. The unique and special stories of each one have taken over Instagram stories, street advertising and graphics in the press.
The winner of the competition received a three-part prize, like the three characteristic parts of Amstel Oro’s brewing process: a dinner inspired by fire, made by two famous Valencian chefs, Adrián Collado and Alejandro Ordiñana from the restaurant Fum i Ferro, being the first commission to have its own beer, a special edition of Amstel Oro and Amstel’s commitment of providing all the resources to throw the best party.
For the campaign’s digital strategy, centred on the website www.amstel.es/todasespeciales, two audio-visual pieces for social media have been created along with a media plan for specialised portals and a plan for influencers with instagrammers like Coohuco, Macarena Gea, Naseke, Jus For Foodies, Andrés Carrión, and Eugeni Alemany, among others.
Mascletás, where the brand meets Valencians
As well as being the official sponsor of the traditional mascletás which take place at the Town Hall Square throughout March, for the second year in a row, Amstel has organised the highest vertical mascletá in history alongside the pyrotechnician Ricardo Caballer, which took place on 23rd February at the Marina in Valencia. A unique display made up of the stories of the participating commissions, that can be heard in the final fireworks.
Another one of the actions was the creation of a Fallas kit made up of shoes, T-shirts, bags and bracelets, designed by the artist Miguel Bustos to encourage people to visit all the Fallas attractions and which can be obtained through a promotion in bars and restaurants on the back of Amstel Original, Oro, 0,0 and Radler bottles.