Amstel captures friendship off guard in Shot Without Permission

Amstel is leaning into real-life connection with Shot Without Permission, a new campaign built around candid photographs of friends in neighbourhood bars.

Launched in Amsterdam the project swaps polished ad imagery for unguarded scenes, photographed by Javier Tles as moments unfolded naturally.

There were no actors, no scripts and no staged direction. Instead, Amstel documented friendships as they are, then asked those pictured for permission to use the images afterwards.

The result is a campaign that feels deliberately at odds with a culture shaped by self-conscious posting and staged photography.

Across outdoor and social, the images celebrate the easy, imperfect moments that happen when nobody is performing.

Anyone who spots themselves in the work is invited to claim a year’s supply of Amstel.

The brand says the idea is rooted in its origins.

Founded in Amsterdam in 1870 by two friends, Amstel has long linked itself with friendship and authenticity.

“Today, so much of life feels curated and staged, and we wanted to focus on the moments where there is no pressure to perform,” said Vanessa Brandao, Global Brand Director for Amstel at Heineken.

“To portray genuine friendship, we had to momentarily break every rule in marketing. No casting. No script. No consent. We decided to shoot first and ask for permission later. The results speak for themselves,” said Daniel Fisher, Global Chief Creative Officer, INGO.

👀 Famous Campaigns Live. A must-attend event Incredible speakers from Absolut, Oatly, McDonald’s, Monzo, Currys, Heineken, ASICS, Waitrose and many, many more. > grab your ticket HERE