Amstel “Amplified”
Live experience campaign
Teaming up with local award-winning artist, AKA, Amstel gave one unsuspecting super fan the night of his life by surprising him with the chance to perform live on stage with his idol. Imagine standing awkwardly on stage singing a song by one of your favourite SA artists. Then imagine your solo performance turning into the coolest collaboration of the year as you’re joined by dancers and the artist themselves.
This was exactly what happened to one fan, who turned around to find AKA singing along with him after he selected one of his songs. Shortly afterwards, Amstel opened the doors to the event at Hard Rock Café to the public, for a very special, intimate concert.
We placed our #AmstelAmplified Jukebox at one of Joburg’s most popular hot spots and lured one of Cassper Nyovest’s biggest fans, 23 year old Reginald Manamela, to a seemingly normal night out. After a little persuasion from his sister, who was in on the whole thing, Manamela walked up to our prop jukebox, inserted a coin and picked his favourite Cassper song – then just as the music began to play, the jukebox opened up; there was smoke and lights and the one and only Cassper emerged to perform a private one-on-one show for our guy. To add to the excitement crew members, waitresses and bouncers also emerged from the Jukebox and cordoned off the area, creating a VIP show, making Manamela’s experience completely unforgettable. Another example of Amstel amplifying the SA music scene.
