Situation:

Stella Artois's history dates back to 1366, and numerous paintings throughout the centuries have featured beer. As a brand with a rich heritage, Stella Artois wanted to explore the probability of its presence in these paintings and create a campaign that would spark curiosity and conversation among art and beer enthusiasts.

Brief:

Create an interactive and engaging campaign that showcases Stella Artois' heritage, raises brand awareness, and presents an opportunity for outdoor installations while offering a unique experience for audiences.

Objectives:

Develop a campaign that tells the Stella Artois' heritage

Drive foot traffic and engagement with outdoor installations

Raise brand awareness and create shareable content

Encourage user interaction and exploration of The Artois Probability

Stella Artois is one of the oldest beer brands in human history, dating back to 1366. With that in mind, the Artois Probability campaign calculates by crossing art history data with brand history data the likelihood of the beer featured in historical paintings actually being Stella Artois. The probability is based on containers, hue, location, and competitors. Once these data points are crossed, these beers portrayed are Stella Artois.

Data gathering:

Data was collected through extensive research on the history of art and Stella Artois' original brewery in Leuven, Belgium, with input from official historians and mathematicians from the Bellas Artes Museum. Then created an algorithm model and crossed this data with Stella Artois brand history data.

Data interpretation:

The probability was calculated based on variables such as the type of containers, the golden hue of the beer, potential competitors in the area, the year of creation, and the intersection between the geographical location and the distribution of our original brewery. Creating a proximity/year map that accurately calculates each painting and beer's percentage.

Targeting:

The campaign targets art and beer enthusiasts, encouraging them to interact with the app and explore The Artois Probability through Stella Artois brand history.

Implementation: Once we did the calculation along the museum and it’s art historian and had the probability of each painting, we transformed it into an exhibition. The art historian act as a guide touring attendees explaining how Artois roots trace back into art history.

Timeline: First we calculated each painting probability and launched the exhibition on April 17th.

Placement: The exhibition was at Bellas Artes national museum, in Buenos Aires with a web mobile app that people could scan each painting and find out how the probability was calculated.

Scale: The campaign featured in a full outdoor and print coverage, also in social media, allowing users to explore various artwork.

+140% reach

+7.28 MM Impressions

+6.7 MM Unique users.

24,000 people interacted with the web app at the museum

x306 times museum's visibility more during the campaign