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Amstel: I am What I am
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Last month, Brazilian congresswoman Marta Costa put forward a controversial bill at Alesp (Legislative Assembly of the State of Sao Paulo) that looked to prohibit the inclusion of LGBTQIA+ people in advertising campaigns. In the face of this challenge and the many others the community continually confront - Amstel has launched a new campaign with Wunderman Thompson and Hnk Lab WPP that reminds LGBTQIA+ people of their importance, value, and strength. Directed by Great Guns’ Brendo+Gonfiantini and produced by LANDIA, the spot takes inspiration from Gloria Gaynor's timeless hit 'I Am What I Am' and was created in collaboration with the directors and artists featured in the film including drag superstar Pabllo Vittar. Backed by Gaynor's track, the powerful campaign gives total openness to the stars to proudly reaffirm who they are, celebrating their journeys and presenting authentic stories from inside the community.
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