Volgende Kier
Some things between friends are better left for next time.
Year: 2026Client: AmstelIndustry: BeveragesProactive/speculative project. Not commissioned by or affiliated with Amstel.THE ASK
In the Netherlands, settling up between friends has become almost effortless. A dinner, a round of drinks, even a few euros can be split and paid back within minutes.
But friends have another familiar way of keeping things fair: I get this one. You get the next.
How can Amstel turn this everyday ritual into something that means more than simply paying someone back?
170M+ Tikkies sent in 2025
89% paid within 24 hours
6M Tikkies sent for food
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THE TURN
Between friends, “I owe you a beer” isn’t really a debt.
It’s an invitation to a next time.
THE ANSWER
The opportunity isn’t to give friends another way to settle up. They already have plenty.
It is to give new meaning to the one thing they sometimes choose to leave open: the next beer.
Turn “I’ll pay next time” from a promise to pay into a promise to meet again.
THE APPROACH
Instead of showing friends enjoying another beer together, I looked at the moment just after they’ve left.
Empty glasses, used coasters and chairs out of place are the small traces of a good time that’s already over. Because when the night is clearly finished, “next time I’ll pay” stops sounding like the next round and starts sounding like another occasion.
So the campaign arrives seconds after the friends leave.
The idea: VOLGENDE KEER.
No friends in sight. No full beers. Just what they left behind and four familiar words:
VOLGENDE KEER BETAAL IK.
Proactive concept by Dimitris Chatzidakis, 2026. Uncommissioned and not affiliated with or endorsed by Amstel.
Original strategy, copy and creative executions © 2026 Dimitris Chatzidakis.
No reproduction, adaptation or commercial use without permission.