Stella Artois states in its ‘Joie de Biere’ campaign that it believes that life is most enjoyable when every moment is savoured. In a new digital series, ‘The Art of Living,’ as part of the campaign, the brand highlights people who have “mastered the art of living” through their professions and passions.
The films will debut this month across Facebook platforms including Instagram, Instagram Stories and in a first for the brand, Instagram TV. Using expanded targeting in partnership with Facebook each episode will be directed to reach users with shared passion points – art, film and food – with sequential targeting helping to drive exposure to the series for video viewers.
The videos are designed to remind viewers of the importance of appreciating life’s simple pleasures while on the road to pursuing their passions.
The subjects of the films include: Oscar Award-winning producer and president emerita, Women In Film organization, Cathy Shulman, who discusses her personal experiences, motivation and perseverance in overcoming obstacles to achieve success and create work that provides people with great joy in the historically male-dominated film industry; film director Catherine Eaton talking about her love of storytelling and the importance of using her craft to expose people to new experiences and perspectives; chef Jonah Reider on living his passion and love of bringing people together with great food and stimulating conversation through the supper club he runs out of his home in Brooklyn; photographer Paul Octavious talking about his infinite imagination and constant drive to follow his heart and create beautiful art; and the youngest American-born Michelin Star Chef Joey Elenterio on making the decision to walk away from the kitchen after achieving Michelin Star status to be able to enjoy life and focus more on the moments along the way versus the end destination.
The branding isn’t overt, though bottles of Stella do show up throughout the films, with the action instead of focusing on the people and their passions.
See the films by clicking on the Creative Works box below.