When lockdown restrictions were eased for the first time in South Africa, people started slipping back into old habits that put their loved ones at risk of COVID-19 infection. People had trouble adjusting to a new way of getting together and they weren't keeping a safe distance from one another. As a social experiment in social distancing, Stella Artois - a brand with a long history of bringing people together - saw an opportunity to use art to help South Africans come together safely at some of the country's busiest public spaces.

As a mischievous way to help people keep their social distance while in busy public spaces like train stations, bus stops and malls, Stella Artois collaborated with artists to create original artworks that were painted right onto the middle of benches at these locations. A permanent 'Wet Paint' sign was then left there forcing people to keep their distance on either side of the bench, without even knowing they were doing it.

The target market is made up of +/- 30 year-old professionals living in urban cities. They strive to achieve a balance between their careers and their desire to spend quality time with the people they care about. Before the pandemic, the brand was running a global campaign titled Together in The Life Artois. In keeping with the times, this changed to 'Together Apart'.

Stella Artois partnered with two renowned South African artists, Baba Tjeko and Curious Lauren to create art that encouraged social distancing. They created 8 original artworks, which were then hand-painted onto the middle of benches at some of the busiest public spaces in the country.

Each artwork incorporated the artists' iconic styles, while including subtle cues from Stella Artois brand assets.

A high-gloss varnish was applied to the paintings, before a final touch was added - a permanent 'Wet Paint' sign with an invitation for people to sit only on either side of the painting.

Over the next few weeks, people's unconscious change in behaviour was filmed and shared on Stella Artois', as well as the artists' digital platforms as a 'social experiment in social distancing'.

Campaign Film - Over 2,300,000 Views on YouTube

84% Average Percentage Viewed

43% View Through Rate (Benchmark = 34%)

5,000,000 South Africans Reached

26 Pieces of PR Coverage in 1 Month

3:1 Earned Media Value (Benchmark = 1.5:1)