The French beer brand unveils a bold new partnership with global icon Robert Pattinson, a creative campaign celebrating a multi-faceted take on the idea of good taste
LONDON, Oct. 1, 2025 /PRNewswire/ -- Premium French beer brand 1664 is proud to announce the start of an exciting new chapter, with the appointment of acclaimed actor, producer and global cultural icon Robert Pattinson as its first global brand ambassador.
At the heart of this new partnership is a bold global campaign set to launch in 2026, which unveils a cinematic exploration of contrasting perspectives on good taste. The campaign concept will be directed by acclaimed filmmaker, Brady Corbet. Corbet's most recent feature film, The Brutalist, was released in 2024 to critical acclaim and garnered 10 nominations at the Academy Awards in the categories of Best Director and Best Original Screenplay. He's also won the Silver Lion at the Venice International Film Festival and Best Director at the Golden Globes.
This collaboration marks an exciting new chapter for 1664, bringing together Pattinson's unique style and point of view with the brand's Parisian roots and effortless sophistication. Together, they invite the world to see 'good taste' from fresh angles, with 1664 positioned as the beer that brings people together.
Pairing Robert Pattinson and Brady Corbet signals an audacious creative leap for 1664, which blends sophistication with a distinctive edge. This collaboration embodies the spirit of 1664: unconventional, effortlessly stylish and confident.
"We're thrilled to unite Robert Pattinson and Brady Corbet, two icons of modern creativity, to create a campaign that dramatises the debate of good taste," says Nikola Maravic, Global Marketing Director, 1664. "Together, their unique personalities and creative styles challenge convention, with 1664 being at the heart of the discussion. Our longstanding mission to elevate beer into a premium lifestyle experience is underway. This is only the first sip, stay tuned for more to come."
Pattinson's involvement brings a new energy to 1664's world with a playful resolution that everyone can agree on: that 1664 is good taste.
Maravic continues: "With Robert as the face of our next global campaign, we have a unique opportunity to take 1664 into new cultural territory and reach audiences in exciting new ways. This is more than a partnership – it's a statement of intent."
Watch this space – an unexpected twist awaits.
About 1664 Blanc
Blue in bottle and iconic in flavour. 1664 Blanc is a light and refreshing premium beer, with a hint of spice and twist of citrus. Perfect for moments with friends. To find out more please visit @1664ukblanc.
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1664 Announces Robert Pattinson as New Global Brand Ambassador
BANGKOK, July 18, 2026 /PRNewswire/ -- Digital travel platform Agoda hosted the 11th edition of Tech Camp Day, its award-winning tech-focused social impact initiative designed to upskill high school and university students in emerging technology fields, in collaboration with Thailand's Ministry of Higher Education, Science, Research and Innovation (MHESI). Held over two days at Agoda's new One Bangkok office on 16 and 17 July, the program brought together more than 400 students from 12 universities, bringing Tech Camp Day's total reach to over 3,700 students since 2023.
This edition of Agoda Tech Camp Day took a forward-looking approach to AI, introducing students to the shift from chat-based tools to more practical agentic AI applications that can support real-world problem-solving. Curated and led by Agoda software engineers, the workshop gave students hands-on exposure to AI use cases in writing, research, planning, and optimization, alongside practical training in safe and responsible AI use. Participants explored and tested real AI tools and agents in contexts directly relevant to academic and professional life, building both foundational understanding and practical confidence.
Professor Yodchanan Wongsawat, Ph.D., Deputy Prime Minister and Minister of Higher Education, Science and Innovation (MHESI) of Thailand, delivered keynote remarks at the event and expressed support for the initiative, saying, "Initiatives like Agoda's Tech Camp Day play an important role in developing Thailand's next generation of tech talent. By focusing on AI training and upskilling, programs like this equip our youth with the essential tools they need to thrive in a rapidly evolving digital landscape and contribute to a more competitive digital economy for the nation."
Damien Pfirsch, Chief Commercial Officer at Agoda, added, "At Agoda, we believe programs like Tech Camp Day can be instrumental in bringing education and industry closer together. A strong culture of learning and innovation is central to how we work at Agoda, and we see it as our responsibility to share our expertise in ways that help inspire young people and develop the technical foundations they need to succeed in the technology industry."
Since its launch in 2023, Agoda Tech Camp Day has delivered workshops in AI applications, UX/UI design, and web development, designed to upskill students and encourage them to pursue further studies and careers in technology. The initiative has received recognition and support from a range of educational and governmental bodies, including the Bangkok Metropolitan Administration and Thailand's Ministry of Higher Education, Science, Research and Innovation (MHESI). The program has achieved a post-event satisfaction rate of over 90%, alongside documented improvements in participant knowledge and skills.
In 2026, Agoda Tech Camp Day expanded its scope beyond workshops to also support digital access, with Agoda donating 170 laptops to Universiti Teknologi MARA in Malaysia to help enhance learning opportunities for students from underprivileged backgrounds.
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Agoda Marks 11th Tech Camp Day with Agentic AI Focus
Agoda Marks 11th Tech Camp Day with Agentic AI Focus
