Stella Artois creates on-site artist studio at Australian Open to celebrate inaugural sponsorship
Belgian beer Stella Artois has created an on-site artist studio at the 2020 Australian Open to celebrate its inaugural year as the official beer partner of the competition.
The studio, called “The Life Artois – Captured Live”, and created by Clemenger BBDO Melbourne, sees an artwork created each day representing the good life at the Australian Open.
The artworks are inspired by photos taken and shared by fans. They will be designed by four artists chosen from the four Grand Slam nations; Timothy Hunt (UK), Marylou Faure (France), Cari Vander Yacht (US) and Beci Orpin (AU).
Once completed, the artworks will be displayed in the gallery. The image is then reformatted and distributed across social and OOH as well as a limited number of prints being available for fans.
In addition, the original prints being auctioned at the end of the Australian Open to raise funds for bushfire relief.
“The Life Artois is our new creative platform and a celebration of the good life. As the official beer partner of the Australian Open, we felt ‘The Life Artois – Captured Live’ was the perfect meeting point of our two brands and ambitions,” said Verity Jackson, the brand manager of Stella Artois.
The latest marketing news and insights straight to your inbox.
Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.Sign up