Mother creates a global brand campaign for Stella Artois

The Life Artois is a new global campaign leaning on the drinks company’s long standing association with arts and film.

7 July 2020


Mother has created a new global brand campaign for Stella Artois. Launched earlier this week, the campaign aims to breathe new life into the famed brewing brand through colourful art direction bathed in warm tones. Titled The Life Artois, the term was coined to describe the mindset of Stella Artois being available at any time and anywhere. Mother said in a statement: “It encourages everyone to savour every pleasure life serves up, accompanied by the people who matter most.”

The campaign’s launch coincides with the reopening of England’s pubs. Colourful street art adorns an outside space at London’s Truman Brewery, aiming to maintain social distancing through the design which marks out designated drinking spots. Created by world-renowned street artists Studio Number One and Shepard Fairey, the studio’s creative director and co-founder said of the new work: “With galleries and exhibitions closing their doors during lockdown, people have been unable to experience and appreciate art in the usual ways. My team collaborated with Stella Artois to create socially-distanced art to be publicly accessible, but also to facilitate safety as people reunite.”

Aesthetically, the ad campaign leans on Stella Artois’ association with the arts and film. It dates back to 1366 and is part of a rich Belgian brewing tradition of more than 600 years. In turn, the campaign draws on the drinks company’s European history, while the visuals are inspired by classical travel advertisements which shine a light on European destinations with a hint of glamour. “It harks back to uncomplicated times,” adds Mother, “in a way that feels modern, fresh and inviting.”

Tim Ovadia, global Vice President of Stella Artois commented: “We want to keep our mantra of ‘art not advertising’ and give our audience visually stunning work they can enjoy, rather than just interrupting.” In turn, the campaign aims to act as a reminder to the public, to slow down, enjoy the moment, and the art as they pass by. Designed for a worldwide audience with visuals that aim to cater to a myriad of cultures, The Life Artois hopes to reflect the global nature of the popular pilsner.

Elsewhere in the campaign, a signature stylised animation showcases the concept of The Life Artois. Titled Musical Notes, the animation was collaboratively created by Hero TV and cinema film and directed by Stephen McNally and co-directed by Abbie Stephens through Blinkink. The minute-long-short is accompanied by a soulful trumpet-led rendition of Edith Piaf’s La Vie En Rose, hoping to transport the viewer to the atmospheric vintage-styled world which is The Life Artois.

GalleryMother: The Life Artois

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About the Author

Jyni Ong

Jyni joined It’s Nice That as an editorial assistant in August 2018 after graduating from The Glasgow School of Art’s Communication Design degree. In March 2019 she became a staff writer and in June 2021, she was made associate editor.

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