To activate its inaugural year as the official beer partner of the Australian Open Stella Artois set up an artists studio on-site which created an artwork each day to represent life at the tournament.
The initiative, called ‘The Life Artois – Captured Live’ saw four resident artists chosen from each of the Grand Slam host nations – Timothy Hunt (UK), Marylou Faure (France), Cari Vander Yacht (US) and Beci Orpin (AU)) – create work depicting ‘The Life Artois’ inspired by photos taken and shared by tennis fans.
When finished, each piece of art was printed and hung in the expanding gallery.
Each image was then also reformatted and turned into a limited number of prints made available for fans and also distributed across OOH and social.
The original work was then auctioned off at the end of the Australian Open to raise funds for bushfire relief and the full gallery of art can be bid on via the brand’s Australian Instagram site at instagram.com/StellaArtoisAu.
‘The Life Artois – Captured Live’ was supported across media executions showcasing new dynamic opportunities within traditional media spaces to amplify the idea beyond the physical experience of the tournament.
The integrated campaign includes TV, daily OOH, street murals, social, digital, on-site, packaging and PR.
“The Life Artois is our new creative platform and a celebration of the good life,” said Stella Artois Brand Manager Verity Jackson.
“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.”
Clemenger BBDO Melbourne Executive Creative Director Evan Roberts added: “Capturing the romance and joy of the Open on a daily basis may seem like a whimsical notion, but the reality is something else entirely. It continues to be a demanding task that requires a collaborative effort between client and multiple creative partners, thanks to all who are helping bring it to life.”
“We’re continuously looking at how we can make the leap in the way we use media. Creating The Life Artois – Captured Live street gallery allows people who haven’t attended the Australian Open to experience the look and feel of the tournament through the brand’s ethos of creating art, not ads, something that aligns with its strong European heritage,” commented PHD Group Planning Director Frank Curcio
The campaign was developed for Stella Artois CUB Global Brands Director Emily Griffifths, Brand Manager Verity Jackson and Assistant Brand Manager Sophia O’Beirne by lead agency Clemenger BBDO Melbourne with media agency PHD, activation and on-site experience handled by TLA, with the shopper strand run by Clemenger Activation, PR and influencer work by 3 Degrees Marketing, while social was handled by CUBHouse.
Comment:
Initiative’s like this and others such as BMW’s long-running and award-winning ‘Art Car’ project show that art-led initiatives remain a popular marketing approach for established premium brands or those looking to reposition upmarket.
This campaign follows on from previous Stella Artois tennis campaigns which include its ‘Serve Up One To Remember’ for Wimbledon 2017 (see case study), its 2016 all-singing, all-dancing ‘Never Heard Of It’ (see case study) and its 2015 activation led by the cutting edge ‘Rufus The Hawk’ 360-degree VR work (see case study).
The brand’s tennis sponsorships sees it work with Tennis Australia and the AELTC/ Wimbledon to further drive premium brand perception, to increase purchase interest by strengthening positive associations with the world’s most prestigious tennis tournaments and drive major sales opportunities across off trade retail and incremental sales.
Links:
Stella Artois Australia
https://twitter.com/StellaArtois
https://www.instagram.com/StellaArtoisAu/
https://www.youtube.com/user/StellaArtoisAu
Clemenger BBDO Melbourne
https://www.clemengerbbdo.com.au
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