Because it delivers an immersive experience by uniting art, history, and technology. The interactive app and the indoor and outdoor exposition enable users to experience the Stella Artois' rich legacy and the brand's ties to historical masterpieces, effectively raising brand awareness and fostering engagement.

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 through crossing art history data with brand history data the likelihood of the beer featured in historical paintings being actually Stella Artois. The probability is based on factors such as containers, hue, location, and competitors. Once these data points are crossed it can be safe to say that these beers portrayed are in fact a Stella Artois.

Stella Artois values genuine connections and encourages people to unite over food and drink while expressing themselves freely. This has been a tradition since 1366, and many significant moments in the arts were likely shared over Stella Artois. To celebrate this heritage, we have developed a campaign strategy for art and beer enthusiasts, inviting them to uniquely experience the brand's 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 held at Bellas Artes national museum, in Buenos Aires with a webapp 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

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.