A campaign for Amstel Beer called 'Amstel Safe' helped free bar-goers from the constant interruption of their phones. Recognizing that social interactions are ruined by technology, ad agency NEXT-DC developed a campaign where bar patrons receive an Amstel beer if they locked off their phones. A coat check-like system was put in place where those that consented to lock away their phones received a free beer.
The goal of the campaign was to liberate people from the pressure that our smartphones connect us to. The constant stress of sharing activities and replying to work communications stunts the free time of many. By helping people get away from that stress, Amstel is positioning itself as a beer with a liberal-minded spirit.