Stella Artois is helping beer drinkers cut out their own small piece of Christmas. As part of a campaign by Toronto-based Lowe Roche, in collaboration with London-based Lowe Worldwide, consumers can go to a Christmas-ized stellaartois.com and download printable paper ornaments to decorate their homes.
The microsite houses a video featuring a craftsman putting the finishing touches on a paper dove. In grand storybook tradition, it comes alive after he retires for the night and delivers a paper star to a pint of Stella sitting amid a magical paper town, punctuated by the campaign tagline, ‘Originally crafted for Christmas.’ A modified version of the spot will air on television in the U.S.
The effort plays off Stella’s heritage as a Christmas beer (the name Stella refers to the Christmas star). It draws from paper-fashioned imagery introduced through an OOH campaign that ran in the U.K. in the summer, reinforcing Stella’s identity as a meticulously crafted brew. ‘The paper ornament idea lends itself to Christmas, so it became the perfect fit,’ explains Christina Yu, VP/CD at Lowe Roche.
In the spirit of holiday fellowship, microsite visitors can send friends customized invitations, delivered by the paper dove, to gather over a pint of Stella at a favourite pub. ‘Our idea is to bring people together to celebrate the season,’ says Yu.
Stella’s Christmas campaign, Lowe Roche’s last effort on its behalf after Lowe Worldwide retired the account in August, will run until the end of January.
The creds:
advertiser: Stella Artois
agency: Lowe Roche, Lowe Worldwide
worldwide CD: Matthew Bull
CD: Christina Yu
ADs: Christina Yu, Patrick Shing
copywriters: Joseph Bonnici, Rob Sturch
business management : Anna Crabtree, Oliver Clark
producer: Dan Heighs
digital production director: Trisha Quenneville
directors: Eben Mears, Marco Spier, Psyop
prodcos: Stink, Psyop
