STELLA ARTOIS BEGINS OUTDOOR CAMPAIGN
By Adnews Staff
A new outdoor campaign for Stella Artois beer called "The Great Masters" began this week, intended to promote the brand's heritage and tradition. The three pieces of creative in the campaign are based on oil paintings depicting various people performing heroic deeds to acquire the beer. The first piece, called "Winthorpe Club," is painted in the style of the 18th century. In it, two men in a gentleman's club fight over the last glass of Stella Artois. The second painting, done in the style of the 17th century, is called "Great Fire." It depicts several people rescuing a barrel of beer from a burning building. The third ad, called "Valour," recreates the style of World War I. The painting shows a soldier receiving a medal for saving a case of beer in battle. The first two original paintings used in the campaign were created by Renée Milot. The third painting was done by Brendan Kelly. The concept for the campaign came from Lowe Roche Advertising of Toronto. The media buy consists of 15 billboards and one indoor poster in Toronto, seven billboards in Ottawa and one indoor poster in Montreal. The campaign will run until Sept. 1.