ExperientialPR StuntTechnology

Stella Artois – The Artois Probability

Did you know that Stella Artois has the oldest logo in the world? It all started in Leuven, Belgium, back in 1366 with the Den Hoorn brewery. Over time, Sebastian Artois took over the brewery and gave it his name in 1708. In 1926, they added “Stella,” which means star in Latin, to celebrate their first seasonal beer, the Christmas Star. These interesting facts inspired a captivating campaign by GUT, an agency based in Buenos Aires.

GUT had a fascinating idea. They wondered if Stella Artois might have appeared in ancient European artworks. To find out, they used special computer programs to carefully analyze each painting. They looked at things like when the painting was made, where it was from, the type of glass in it, and even the color of the liquid. By comparing this information with Stella Artois’ history, they figured out the chances of Stella Artois being in each painting.

Together with the Bellas Artes Museum, GUT created “The Artois Probability” campaign. They made print ads and billboards featuring historical artwork and added interesting captions based on the data they collected. It was a creative and fun way to bring art and technology together. The campaign made people imagine and feel a relaxed atmosphere, making the brand even more special.

This campaign changed how we see art with beer. Whether the chances were high or low, each painting became a part of the campaign. They wanted people to think of Stella Artois whenever they saw a beer in a painting. This made the brand a meaningful part of the artistic experience.

“The Artois Probability” campaign received well-deserved recognition. It won the Creative Data Grand Prix at Cannes Lions 2023, which is a prestigious award for using data creatively. It also won awards in other categories like Outdoor, Print & Publishing, and Brand Experience & Activation. These awards show how impactful and innovative the campaign was.

Alexis Verschueren

Making brand experiences that stick!