Friday, August 31, 2007
Agency: Lowe, London, UK
Executive Creative Director: Ed Morris
Copywriter: Peter Reid
Art Directors: Carl Broadhurst, Lovisa Almgren
Illustrator: Aesthetic Apparatus
Typographer: Dave Towers
Came across this campaign for Stella Artois and was struck by the change in tone of voice and brand projection, but can't find any more about the campaign. Stella Artois had started to get some negative brand associations and in the drinks market, is perhaps not 'the drink of the moment'; its therefore interesting to see the approach the brand has adopted here going back to the historical roots of the brand in a hope to banish the associations with drunken violence and loutish behaviour. Im not quite sure how the visualisation of the concept will work as it is so far from mainstream alcholic advertisements but an interesting example of repositioning a well-known brand.