SIM I AM - Amstel

project overview

To celebrate São Paulo's Pride Parade and Amstel's role as a long-time allied of the LGBTQIAPN+ community, we created a notary at the Diversity Fair and married 100 homoaffective couples, covering all legal expenses and providing counseling trough the whole process. At Pride Parade, we cellebrated two of these marriages in front of a huge flag hoisted in MASP's facade, the most iconic museum in Latin America.

project type

Brand Experience & Activation

year

2024

my role

Creative Director

client

Amstel