Amstel Ultra - Comparison

Our task began with the new brand ambassador Rafael Nadal. We knew the message needed to be something close to his heart and our product so we chose to communicate the benefits in a different way.

Our beer has less calories than any other in the category and we urged people to compare them while at the same time asking them to stop comparing themselves, because like Rafa says:
It’s when you stop comparing, that you realise you are unique.

Role:
Ideation / writer