Because it showcases an innovative use of creative data, intertwining historical knowledge, art, and technology to estimate the probability of Stella Artois' presence in historical beer paintings. The campaign leverages data-driven insights from Stella Artois official historical records and the Bellas Artes Museum archive. The Artois Probability's transformation of data into an immersive and interactive journey showcases the potential of creative data in the storytelling of our heritage.

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

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

Data journey:

Data was collected from the Stella Artois and Bellas Artes museum archives and used to create an algorithm that crossed Stella Artois's history with art history and threw an accurate percentage for each painting.

Implementation:

We expressed these results with a developed mobile app to allow users to scan a beer in paintings with a beer, to display the probability with a complete breakdown of the mathematics.

Data integration:

The data were collected and integrated into The ARtois Probability App, providing users with an immersive and educational experience that combines art, history, and technology.

Application:

The app encourages users to explore the rich history of Stella Artois while appreciating artwork

at the exposition in Bellas Artes Museum, outdoors, and prints ads in different kinds of media.

+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.