LONDON, UK – Stella Artois introduces its new global brand campaign, created by Mother in London, this week. The campaign is unified by art direction and a warm tone, breathing new life into the iconic Stella Artois brand. The Life Artois is used to describe a mindset, available at anytime and anywhere. It encourages everyone to savour every pleasure life serves up, accompanied by the people who matter most.
The campaign leans into Stella Artois’ long association with the arts and film, with a strong artistic spirit at its core, using stunning design to invite the audience into this new world. The style draws on Stella Artois’ rich European history, inspired by classic European destination advertising from travel’s glamorous past. It harks back to uncomplicated times, in a way that feels modern, fresh and inviting.
Tim Ovadia, Global VP of Stella Artois commented “We want to keep our mantra of ‘art not advertising’ and give our audience visually stunning work they can enjoy, rather than just interrupting. The message behind the visual highlights success only really means something if you take the time to enjoy it with the people who matter most – a mindset we’ve named ‘The Life Artois’ – reminding people to slow down, enjoy the moment and focus on the meaningful connections.”
Designed to be flexible, The Life Artois line encourages adaptations which allow for storytelling and nuance. For example, with the world beginning to emerge from lockdown, one of the initial iterations brings Together Again in the Life Artois to major markets, whilst other executions include The world can wait in The Life Artois, Rush hour in The Life Artois and 600 years of love in The Life Artois.
Hermeti Balarin, partner at Mother London: “Having a great beer with friends and loved ones is one of those simple pleasures we missed the most during lockdown. As our lives start to return to normal, we wanted to remind people to slow down and enjoy what really matters. Pour yourself a chalice and enjoy The Life Artois.”
The Life Artois elevates the everyday, and makes Stella Artois moments relevant to audiences worldwide, with a truly global brand idea executed across a wide range or audience-centric touchpoints:
Street art by world-renowned Studio Number One premieres at The Truman Brewery in London, and shortly afterwards at licensed premises across the UK. It aims to remind and encourage social distance whilst in pubs and bars. Using geometric patterns and bold, contrasting colours and help people reunite safely with friends and loved ones. Shepard Fairey, creative director and co-founder of Studio Number One, commented: “With galleries and exhibitions closing their doors during lockdown, people have been unable to experience and appreciate art in the usual ways. My team collaborated with Stella Artois to create socially-distanced art to be publicly accessible, but also to facilitate safety as people reunite. I have a history at the Truman Brewery, so I’m excited that this debuts there.”
Hero TV and cinema film, entitled Musical Notes, directed by Stephen McNally through Blinkink, uses the signature stylised animation to showcase The Life Artois. Musical Notes, is paired with an instrumental version of La Vie En Rose, sonically welcoming the audience into the creative idea.
OOH in both static and animated formats, shows glamour and sophistication of The Live Artois. Positioned in iconic, high-impact locations, the creative compliments and comments on the locale – whilst at the same time providing welcome distraction from the everyday humdrum. Being part street art, part advertising.
For social, in-feed politely interrupts, to inspire the audience with content bringing Stella Artois product benefits to life in short snippets, all told through The Life Artois signature style and tone framework.
Credits
Client: AB InBev
Brand: Stella Artois
Campaign: The Life Artois
Creative: Mother
Strategy: Mother
Media: Vizeum
Illustration: Henrique Folster
Musical Notes Film Production: Blinkink
Director: Stephen McNally
Co-Director: Abbie Stephens
Executive Producer: Bart Yates
Producer: Adriana Piasek-Wanski
Head of Production: Benjamin Lole
Production Manager: Billie Segal
Production Coordinator: Maria Kolandawel
Animation Assist Supervision: Isobel Stenhouse
Music: Theodore
Sound Studio: Wave
Cultural Films Production: Dresscode
Director: Vincenzo Lodigiani
Street Art: Studio Number One
