In 2026, São Paulo’s LGBTQIAPN+ Pride Parade lost 60% of its financial support from brands. But Amstel chose to stand by the community. To reinforce this commitment, the brand launched “Puro Legado”, a campaign celebrating Pride Month and the 25th anniversary of the legalization of same-sex marriage in Amsterdam, Amstel’s hometown.
The film was seamlessly integrated into the Sunday broadcast during the parade’s highest-audience moment, turning one of the event’s most visible moments into a powerful statement of continued support.
Puro
Legado
Creative Agency
AlmapBBDO
Video Producer
Miss Sunshine
Audio Producer
Punch
Client
Amstel
