The brief from Stella Artois was to create a campaign platform that unified their sponsorship of the world’s greatest events – The Cannes Film Festival, Wimbledon, The British Open and Palermo Polo in Argentina.
How do we tell a cohesive story across this line-up that ties back to and elevates the Brand?
Well - when you scratch beneath the surface of these events you start to understand the incredible levels of detail that go in to the artistry of the experience– it’s the same for the brewers craft, sweating the small stuff, caring about small details, making sure the way their beer is created and served is as close to perfection as it can be
We told the stories of the people behind these events – the Perfectionists. These are the unsung heroes, whose artistry, dedication to detail and near fanaticism transform something special into something spectacular.
We wanted to celebrate these people and their stories, not only because their attitude is what Stella Artois is all about, but also because we wanted the fans of the events to see something they hadn’t seen before. The holy grail of sponsorship is for a brand to turn up and do something worthwhile, which adds to the fans’ experience – we think these stories show another side, and that’s exactly what we wanted to do.
Reaching through 360°, from Television and Outdoor to Content and Social Engagement, the campaign saw 5.6m YouTube views, achieved 55% Online Share of Voice amongst sponsors and a 20% sales uplift on-site.
Rufus The Hawk received 531 million global impressions, and was named in the top ten global ads in June 2014 by YouTube – even during a particularly popular football event in Brazil…
Agencies: Mother London