Amstel has launched "Shot Without Permission," a photographic project that captures unguarded moments between friends in neighborhood bars. Moments that only happen when nobody is thinking about being observed. Amstel departed from conventional advertising practices and photographer Javier Tles worked discreetly, moving through bars and capturing moments instinctively as they unfolded. After the shots were taken, the team approached those who were photographed to inform them about the potential use of the images and to obtain their explicit consent. As an extension of the idea, individuals who recognise themselves in campaign placements across outdoor and social channels are invited to come forward and claim a year’s supply of Amstel.