Stella Artois: Joie de Bière by Mother

Agency: Mother
Client: Stella Artois
Date: Apr 2018
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Stella Artois is introducing a joy of beer, or ‘Joie de Bière,’ for all those that enjoy savoring a Stella and the many pleasures of life.

The new campaign from the AB InBev core brand urges consumers not to let life and all its modern distractions get in the way of taking in the moments that matter. In a release, the Belgian beer maker said it believes that the joy of savoring a great beer with friends – poured in iconic Stella chalice – is a step taken toward a life well lived. The campaign is launching in 19 markets around the world, making it the brand’s largest marketing effort ever.

At the center of the campaign, by Mother, Stella Artois has also created a new fictitious home for the brand known as Le Village – a modern village with old world European charm where nothing gets in the way of enjoying life, or a finely poured Stella. Le Village is the idyllic manifestation of Stella Artois’ hometown of Leuven, Belgium, where the brand has had a rich 600-year heritage of living the ‘Joie de Bière’ lifestyle.

The brand is debuting a new television spot that reflects the brand’s largest TV buy to date. Titled ‘Les Pockets,’ the 30-second ad illustrates how much more enjoyable life can be when you take a moment to remove life’s modern-day distractions and savor a Stella Artois. Set in Le Village, we see a man running frantically down the cobblestone street, trying to talk on two separate cell phones. The spot cuts back and forth from a pub where people are enjoying a dance and chalices of the signature beer, to the man, and also to someone sewing pockets onto garments. As the man enters the pub and orders a Stella, still on his phones, he wonders what to do with his phones. It’s then revealed that everyone in the place has those pockets on their clothes to store their devices.

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Agency: Mother

Client: Stella Artois

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Agency: Mother
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