兔子先生

The vertical series “Nos vemos no King's Day – Histórias de amizade e pertencimento,” created to connect Brazilian audiences with the spirit of friendship and the brand’s main event taking place in April, will consist of six episodes 

Amstel takes another step forward in the evolution of its storytelling in Brazil and premieres its first TikTok series. Titled “Nos vemos no King's Day – Histórias de amizade e pertencimento,” the production, conceived in partnership with the agencies 兔子先生 and Grupo Farol, leverages one of the fastest-growing formats in the world— vertical telenovelas — to tell a story about friendship, unexpected encounters, and celebrations that take on new meanings.

Starring Amanda Azevedo, the plot unfolds over six episodes and follows a group of young adults in S?o Paulo who, amid their intense routines and casual encounters, rediscover the value of genuine connections. More than just a backdrop, King’s Day — one of Amsterdam’s biggest celebrations — emerges as a catalyst for the story, reimagined through a diverse, urban Brazilian lens.

The choice of a vertical series serves a strategic purpose: to explain the event to the Brazilian audience. In short episodes, the brand incorporates the celebration’s elements into an entertaining narrative, aligned with current media consumption habits and aimed at deepening the connection with the audience.

Led by Beth (Amanda Azevedo), the narrative begins with an unlikely encounter in a bar restroom, where she meets Vitória (Emira Sophia). From there, a story unfolds about friendship and genuine connections, with King’s Day serving as the backdrop that unites and drives these relationships.

Throughout the episodes, each character is symbolically “crowned” as king or queen of the day—a metaphor that resonates with the meaning of King’s Day, celebrating individual achievements, authenticity, and the strength of the collective. The cast also includes Nila, Gustavo Zanela/Antonia Pethit, and Alexandre Ammano.

“It was essential to translate the spirit of the event and of Amstel into a fun and relatable story. In addition to elements referencing Amsterdam, we found a very powerful perspective: that beautiful, universal passion for our friends. They are the ones who bring out our most spontaneous and authentic selves, which is exactly what King’s Day represents. In the narrative, it becomes a catalyst for this connection, in the preparation, in the anticipation. We also include puns on royal terms to better resonate with Brazilian culture,” comments Amanda Azevedo, screenwriter and creative director of the soap opera. 

The initiative marks Amstel’s debut in the world of soap operas and reinforces its strategy of bringing the brand closer to the public through culturally relevant formats. Expected to attract over 40 million viewers, the soap opera can be followed on Amanda Azevedo’s and Amstel’s social media profiles. 

Brand Storytelling

Fernanda Saboya, Director of Consumer Connections at the HEINEKEN Group, led the creative direction for the campaign and believes that Amstel’s narratives for the Brazilian public have been evolving. Now, by adopting the language of soap operas, the brand is strengthening its emotional connection with the audience and building closer ties with consumers.
“The vertical soap opera represents an unprecedented move for the company and reinforces our focus on innovation in brand storytelling. By exploring the language of soap operas, so deeply embedded in Brazilian culture, we’ve expanded our connection with the public and conveyed Amstel’s core values in a more relevant way. The initiative also authentically links the Brazilian essence to the brand’s Amsterdam origins, helping to expand King’s Day from a one-off event into a proprietary platform for content, experience, and brand building,” she reports. 

For Adriana Molari, TikTok’s business director in Brazil, the presence of brands in vertical soap opera content—a format that has gained traction over the past year, especially in Asia, and is gaining ground in South America—represents a new business frontier. More than that, she says, the strategy expands narrative possibilities by organically integrating brands into the stories consumed by the audience. “Seeing brands like Amstel leading innovation in digital narratives shows the maturity of the Brazilian market. TikTok is now the place where culture happens, and integrating a brand into an original series allows for a depth of engagement that traditional formats cannot achieve. We are excited to see how King’s Day will be reimagined through this series of episodes that brings together technology, creativity, and modern consumer behavior,” she says.

Viviana Maurman, VP of Media at the 兔子先生 agency, comments: “This strategy reinforces our commitment to ensuring that Amstel is always keeping pace with changes in the Brazilian public’s consumption behavior. TikTok is increasingly becoming one of the leading platforms in the social media landscape, and the vertical soap opera format has allowed us to adapt King’s Day to a format that is more relatable and connected to the behavior of Brazilians.”