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Drinks · Campaign

Amstel: an LED stage for Friends of Amstel.

Hello Brand supplied LED staging for the Friends of Amstel event: tall LED towers, screens and a centre screen above the DJ booth, all in Amstel Lager branding.

  • LED staging supply
  • LED towers
  • LED screens
  • Centre screen
Client
Amstel
Sector
Drinks
Service
LED staging supply
Engagement
The Amstel LED stage at night: LED towers either side showing red Amstel lions, and lit LED pyramids in the centre.

QR code that opens this Amstel case study on hellobrand.co.za.

LED staging supplied by Hello Brand for Amstel's Friends of Amstel event.

Not for persons under the age of 18. Enjoy responsibly.

The brief

Amstel needed the LED staging for Friends of Amstel: the screens that make up the stage the crowd faces, from the towers to the screen above the DJ booth.

Friends of Amstel is an Amstel music event, with DJs, performers and dancers on stage and a crowd in front of it. The stage had to carry Amstel Lager on every surface the crowd sees, by day and after dark.

Brand
Amstel Lager
Event
Friends of Amstel, a music event
Scope
LED staging supply
On stage
LED towers, screens and a centre screen

The idea

The Friends of Amstel stage at night: tall LED towers showing Amstel Lager roundels, lions and Amstel lettering, a centre screen with the Friends of Amstel mark above the DJ booth, dancers on stage and the crowd in front.

A stage built from LED.

Tall LED towers and screen panels form the set itself, so the whole structure carries Amstel content, and a centre screen above the DJ booth holds the Friends of Amstel mark at the heart of the stage.

  • Make the stage itself the brand's biggest screen
  • Carry Amstel Lager on every surface the crowd faces
  • Read as one branded wall from the crowd
  • Put the Friends of Amstel mark at the centre

On the stage, after dark

At night the LED does the work: the towers either side show the red Amstel lions, and lit LED pyramids fill the centre of the stage.

The Amstel LED stage at night, seen from the empty field: LED towers either side showing red Amstel lions, and lit LED pyramids in the centre.
The LED stage at night, from the field.

The content on the screens is Amstel's own artwork: lions, roundels, the Amstel lettering and the Friends of Amstel mark.

Every element of the stage

Three LED parts, built into one set.

LED towers

Tall LED towers frame the stage and rise above it. The centre tower carries two Amstel Lager roundels, and the side towers show lion artwork and the Amstel lettering. By day they glow Amstel red behind the truss.

The stage by day: red LED towers under the lighting truss, the Friends of Amstel sign across the top and an Amstel sign at the front, with the crowd below.
LED screens

LED screen panels fill the spaces between the towers with Amstel red and white, so the set reads as one branded wall from the crowd.

The stage in daylight: two tall LED screens under the Friends of Amstel sign on the truss, performers on stage and the Amstel DJ booth front, with the crowd in front.
The centre screen

A centre screen above the DJ booth shows the Friends of Amstel mark, with the booth's Amstel front below it and the performers in front (see the stage at night in chapter 01).

On the day

In daylight the stage held its own: the Friends of Amstel sign on the truss, the Amstel DJ booth, and Amstel in the crowd's hands.

The Friends of Amstel stage by day: LED screens on the stage, the Friends of Amstel sign on the truss and the Amstel DJ booth, with the crowd in front.
On the day: the stage, the DJ booth and the crowd.
A hand with an event wristband holds up a bottle of Amstel Lager in front of the red stage lights.
Amstel Lager in front of the stage.
A smiling guest in the crowd raises a red Amstel cup under the stage truss.
Red Amstel cups in the crowd.

Around the stage

  • The Friends of Amstel stage from the crowd: the sign on the truss, two tall LED screens and the Amstel booth below.
  • Bottles of Amstel on ice in a white bucket, with red Amstel cups behind.
  • A performer on the stage edge in front of a packed crowd, with the event tents and trees behind.
  • Sparks and smoke on the stage under the lighting rig, with the Amstel booth front below.

The results

No figures for this event have been confirmed yet; they will appear here when they are.

Friends of Amstel dashboard

What it will show

One event day · sample

Example dashboard Sample data, not campaign results. This campaign ran, but its results are not on file yet. Everything tagged Sample is made up to show how the dashboard works, and is replaced by real figures once they are reported.

  • Sample

    3,480

    Attendance

  • Sample

    186 m²

    LED surface supplied

  • Sample

    1

    Event days

The crowd

  • Sample

    3,480

    Attendance

    Guests through the gates for Friends of Amstel

  • Sample

    2,615

    Peak crowd at the stage

    The largest count in front of the stage, after dark

  • Sample

    1

    Event days

    Days the LED stage ran for the event

Arrivals by hour
Attendance through the day (running total)

The stage

  • Sample

    186 m²

    LED surface supplied

    Total LED area across the towers, the screens and the centre screen

  • Sample

    10.5

    Hours on screen

    Hours the LED ran Amstel content, from doors to the last set

LED surface by element (m²)
Share of the LED surface
  • LED towers 52%
  • LED screens 38%
  • Centre screen 10%

Rand values excl. VAT. Figures tagged Sample are for illustration only: not results from this or any campaign.

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