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.

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

The campaign made a significant impact as the campaign's reach objective was exceeded by 140% by the end. With an objective of +4.8MM, the campaign reach was +7.28 MM Impressions and +6.7 MM Unique users.

During the exhibition, a record-breaking 24,000 people interacted with the web app at the museum, making it the museum's most visited month.

We increased the museum's visibility 306 times more during the campaign.

The campaign presents interactive storytelling, uniting art, history, and technology to investigate the probability of Stella Artois being portrayed in historical paintings. Utilizing a webapp that detects the beer, it enables users to scan a big amount of masterpieces, unveiling the probability of the beer being Stella Artois, considering elements such as container types, color, location, and contemporaneous competitors. This experience invites users to get into the fascinating world of art and beer history while appreciating the rich heritage of Stella Artois.

The campaign taps into the rich cultural history of art and beer in the country where it was founded. The campaign resonates with the international audience's appreciation for art, tradition, and craftsmanship by connecting Stella Artois with historical paintings. The combination of technology and art reflects the modern fusion of culture and innovation, further enhancing the campaign's appeal and effectiveness.