Friday, August 31, 2007

Stella Artois

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.


Chloe said...

I think these ads are really effective and have a great visual texture.

Have a look at the poster adverts for the Peeterman Artois campaign by Lowe London. They won silver in the 2007 d&ad awards but in graphic deisgn:posters rather than an advertising category. Really simple ideas that are beautifully crafted.

Becky Edlin said...

It'll be interesting to see if this new campaign takes off -whether it'll capture a new audience or improve its reputation. I think it's really interesting to see how people today want to have a sense of history brought to them. There was an article in the Guardian 2 or 3 weeks ago about the success of certain books that are being reprinted that remind people of their youth.