Stella Artois has not joined the pre-Christmas ad rush for five years. This year, it is breaking with its own tradition with a campaign by Mother London to encourage people to spend Christmas together “in the Life Artois”. The campaign continues the brand’s global The Life Artois campaign, with its distinctive use of illustration and connection to music, its animated film echoing mid-century European travel posters and its soundtrack an intimate version of La Vie En Rose, performed by awarded singer-songwriter, Celeste.
In line with the sentiment of La Vie En Rose, the film avoids the seasonal conventions of extended families, groups of friends and piles of presents to focus on the nameless couple and the quiet, cosy interior around them, which is contrasted with the snow-swept landscape outside.
The film was directed by Vincenzo Lodigiani through Dress Code and will run across high-profile programming in broadcast TV in the run up to Christmas. It is part of an integrated campaign from Stella Artois to encourage the country to make the most of time together this Christmas, whoever that may be with. This includes the launch of Mystery in the Life Artois, a limited-edition hosting set for long nights in, featuring an original murder-mystery game, collectable vinyl record, vintage-style Chalices and four bottles of Stella Artois.
Ruta Ambrasaite, senior brand manager, Stella Artois UK, commented, “We wanted to reflect the fact that, regardless of some regulations being temporarily relaxed, Christmas 2020 is going to be much more about small, intimate gatherings than previous years.
“The creative therefore looks to capture the sense that, it’s who we are with at Christmas, and not how many, that makes it special, however bittersweet absent friends and family may be. At the heart of the Life Artois and the campaign as a whole, is the idea of making sure time spent together is time well spent – creating Christmas memories to look back on fondly, and stories we’ll want to retell when we are reunited.”
Client: AB InBev (Stella Artois)
Film Production: Dress Code
Director: Vincenzo Lodigiani
Music: Theodore, La Vie En Rose, performed by Celeste
Perfect Recipe Illustration: Henrique Folster
There’s no place like home Illustration: Karolis Strautniekas