The Drum Awards Festival - Media

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Date: Aug 2018
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New York Fashion Week is just around the corner (Sept. 6), and Stella Artois wants people to pay attention to the designs, not their mobile devices, so it’s offering up ‘Les Haute Pockets’ for easy stashing.

The beer brand is encouraging fashionistas to put down their phones and enjoy the runway scene through a new, playful digital video asset intended to help remind attendees to pocket their distractions and enjoy the moment.

The creative highlights an innovative fashion collection that features fashionable pockets, perfect for stowing cell phones to be fully present and keep hands free for mingling and enjoying Stella Artois. It’s treated as half-PSA and half fashion piece. It opens by asking if your phone is keeping you away from enjoying the moment, then offers a “haute way to put it away.” It then becomes a fashion show, with an old tailor offering up ‘haute pockets.’

The cheeky runway show features stone-faced models walking with Stella chalices, stashing their phones into strategically placed pockets. It then shows you where your pockets are – on pants, blazers, blouses, bathrobes, and ridiculous looking balaclavas. The not so subtle hint is that you need to put away your phone and enjoy life and the fashion shows so you don’t miss something.


Agency: Mother New York

Client: Stella Artois