Mother London has used the tried and true history ad formula for Stella Artois’ 600 year anniversary campaign. But, of course, in Mother’s hands even a tried and true formula gets a twist.
Each of the two ads in the campaign, Be Legacy, tell the brand’s story through the eyes of Sebastian or Isabella Artois. Each has its own (hybrid) style reflecting its period and the personality of its central character.
The first ad, Sebastian Artois: the Entrepreneur, which has launched, tells how the young brewer at the Den Hoorn brewery, had always dreamt of owning his own brewery. When the Den Hoorn brewery was put up for sale, Sebastian sold all of his worldly possessions – including his dog – to buy it.
The second spot, Isabella Artois: the Pioneer, which will launch in a few days tells how Isabella fought against adversity to reclaim her husband’s brewery after his death. No one expected a woman could run a brewery.
Each ad deals with life’s challenges – conflict, crises, and change. Both Artois left their mark on the world and kept Stella Artois alive.
“By showcasing stories based on pivotal moments in Sebastian and Isabella’s lives, Stella Artois hopes to inspire others to create their own legacy and leave a positive mark on the world. At the end of each advert, Stella Artois will encourage consumers to answer the question: “What do you want to be remembered for?,” Stella Artois explained.
Sebastian’s combines elements from old silent movies with a modern rock soundtrack. Isabella’s is inspired by westerns and 17th century period dramas.
Todd Allen, global vice president of Stella Artois, said in the brand’s statement, “You can only have a Legacy when you leave something for the next generation to enjoy. But it’s not just about fame; it’s about creating something tangible that others can appreciate. Sebastian and Isabella Artois both made decisions that had a huge impact on Stella Artois’ history and success that is still being enjoyed today. Although these events took place centuries ago, their stories show a determination and ability to break through barriers that are still very relevant and inspiring for people today.”
The campaign will formally introduce Stella Artois’ new packaging, which incorporates the story of the brand’s 600 year brewing heritage. New features of the bottle include a more elegant shape and the Stella Artois horn – a symbol of the original Den Hoorn brewery, embossed for a more premium look and feel.
Creative agency: Mother London
- Sebastian Artois: the Entrepreneur
Production company: Riff Raff Films
Director: François Rousselet
Executive producer: Matthew Fone
Producer: Jane Tredget
DoP: Martin Ruhe
Costume stylist: Stephanie Collie.
Editor Joe Guest @ Final Cut.
Post production: MPC, London and Bangalore
VFX producer: Amy Richardson
VFX supervisor: Adam Crocker
Music: Do It Till We Get It Right by Jamie N Commons.
2. Isabella Artois, The Pioneer:
Production company: Epoch Films
Director: Alma Har’el
OOH photographer: Richard Burbridge.