Stella Artois
She Is A Thing Of Beauty
Le Apart-o-matic
After winning the Stella Artois 4% pitch at mother the work I created helped the main brand to follow. I was everything Stella for a few years - regional and global campaigns, from posters, TV and radio, to promotions, competitions, social and experimental projects.
During that time Stella Artois grew to become recognised by consumers as the most sophisticated beer brand in the world and the 4th most valuable beer brand in the world
Luckily the heritage of Stella ads, and the brand world created let us work with the world’s best creative minds.
Wes Anderson actually approached us to make and ad after seeing our social films.
Role: Writer
Agency: Mother
Dir: Wes Anderson & Roman Coppola
Pirate Paper Boat
Stella Artois Legérè is a Canadian version of the UK’s Stella Artois 4% but this North American brief focused on the beer’s lightness rather than it being tripled filtered and smooth, it was light and smooth. Obviously, this led to floating a bottle of beer in a tiny paper boats, a smooth 60s French pirate, and winning Cannes Lions.
Role: writer
Agency: Mother
Dir: Bryan Buckley
Cannes Lions Silver film Craft
Andy awards
The Preparation
The new line and strategy “She Is a Thing of Beauty” moved the focus from laddish bravado to admiration, placing a woman or adoration for her, as the hero; desired but in control.
Because while “Reassuringly Expensive” is still one of the best lines ever written, in reality it no longer rang true in a world of 4 cans for £6 deals.
These films, while based on a brief to focus on serve, marked that pivot: reframing Stella around aspiration, respect and modern romance.
Role: Writer
Agency: Mother
Dir: Noam Murro
Radio
Role: Writer
Agency: Mother
Dir: Noam Murro
Smooth Originals
Hollywood remakes classic but forgotten films all the time, to those who know the originals its infuriating; the original is always more sophisticated, more intelligent, well… smoother than the Hollywood can do. We decided to turn the tables and won Cannes lion Gold for all our nouvelle vague cinema style films parodying famous American movies and shows.
Huit Kilometres
Dial Hard
Vingt-Quatre Heures
Role: Writer
Agency: Mother
Dir: Agustin Alberdi
Cannes Lion Gold
one show Gold
Jacques D’Azur - Inherit His Cannes Tickets
Stella sponsored the Cannes film festival and had tickets to give away. A classic ticket competition. But we made the win of tickets not just about ‘tickets’ but winning the whole life of a stylish, jet-set celebrity in Cannes, because they weren’t going to use the tickets. Why? Well we created this suave character, then we killed him, so you could win his tickets.
There was a clever bit of tech by Unit9 which created your very own personalised video of the will reading on Facebook where you are the unknown rightful heir to Jacques’ tickets to Cannes. We even recorded a recording artist singing over 300 names to tailer the background music.
Role: Writer
Agency: Mother
Dir: Lucas Shannon
Prod: Landia
Jacques D’Azur Casting Call
The following year, after the competition was such a success in the UK, Europe, and North America we keep the dead Jacques… err… alive, by looking for someone to play him in a bio-pic of his life. We also kept the fun of an interactive and personalised submissions by creating the biggest casting call in the world. The winner not only got tickets to the Cannes Film Festival, but played the lead in a short film of Jacques’ life that premiered at the festival and was shown on Channel4.
