Stella Artois | Summer Like Vacation

The Challenge

Create a social campaign that repositions Stella from a beer for the big moments, to a beer that makes the little moments big. 

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The Creative

I concepted and pitched the campaign line "Summer Like You're On Vacation," positioning vacation as a state of mind. With Idris Elba as our talent and director, we shot the hero spot over the course of three days (and three unexpected thunderstorms) to appeal to consumers to live like they would on vacation even when they don't leave their backyard. In conjunction with the hero spot, the creative team and I built out a series of social stills that we repurposed as OOH collateral, a Kentucky Derby social partnership with artist Dallas Shaw, and a social giveaway for a limited-edition swag run of Red Stella Cups. All four campaign elements perfectly blended Stella's highbrow reputation with a more accessible, fun take on summer.

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The Results 

The Idris Elba hero spot was widely shared on social, with a 10.6% engagement rate and a higher FB/IG earned rate than Stella's 2019 Super Bowl ad featuring Sarah Jessica Parker. The spot closed out Q2 for the brand with a 2.6% national sales lift.

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