Stella Artois wanted to shift their brand perception and resonate with multicultural 21-35 year olds and be connected with food. In contingent with a larger brand revamp, we created a program that tied in the new look and tone with some of the best regional chefs and a well-known national chef. Creating content for both digital and print to span across retail (groceries stores, convenient stores and drug stores.
Creative Director: Will Wilson // Associate Creative Director: Sam Thiessen // Photographer: Brian Sorg
Biggest hurdle during our photoshoot was getting 22 shots within two days on budget while our original program kept evolving. However, working with Stella Artois’ new look and feel was so much fun to implement and gave such a high-end but approachable look. We captured all our assets and clients were very happy.
National Chef: Roy Choi // Regional Chefs: JJ Johnson, Gaby Dalkin, James Tahhan
In addition to needing top chef talent to bring in allure to the campaign, we wanted supporting recipe focused assets and c-store assets, promoting Stella’s 12oz and 25oz cans.
To continue equity between Stella Artois and food, we connected retail to a previous program that was around Roy Choi and his street food by using the Stella Artois Airstream for in-store display. Since small format is a much smaller footprint we pulled inspiration from the airstream for a walkup window vibe and sleek design. Both displays sold tremendously well.
All approved assets captured were available for brand and retail to use during the program, linking to full recipe and ingredient list.
