It's easygoing ans inspires the imagination, it deepens the brand story. The copy: Pure data-driven speculation, like a frothy beer mustache.
STELLA MAY SERIES
The resulting campaign, created in partnership with the Bellas Artes Museum, and dubbed "The Artois Probability," yielded a series of print ads and outdoor billboards for the time-honored beer. "We developed an algorithm that analyzed each painting, and, based on variables such as the year when it was painted, geographical location, the type of glass, and the color of the liquid, we cross-referenced that data with the brand's extensive historical records, resulting in a percentage that indicates with a probability the presence of a Stella Artois in those paintings," Moreira writes. The agency decided to have some fun with it that titillating possibility.
"This means there is a probability that the beer portrayed in historical art pieces throughout Europe could be a Stella Artois," enthuses Haroldo Moreira, copywriter at Buenos Aires-based agency GUT, on LinkedIn. Sebastian Artois bought and renamed the business in 1708, and "Stella"-Latin for star-was added to the name in 1926, when it released its first seasonal beer, the Christmas Star. Its horns reference the Den Hoorn brewery which opened in Leuven, Belgium, in 1366. Fun fact: Stella Artois has the oldest logo in the world.
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