STELLA ARTOIS SUPERBOWL CAMPAIGN
When we first started working with Stella Artois, the beer had a long standing perception as the brand for lager louts.
Our challenge was to rebrand and change the perception of the beer entirely.
We embraced the world of the 1960's. This was a time when men were sophisticated and suave. When crooners ruled and jazz cats played.
MEET THE ARTOIS MAN
"CRYING JEAN" PLAYED BY ADRIEN BRODY
For the Super Bowl launch, we decided to flip entirely from the "hard-man" image, to show a man at his most vulnerable, when he is emotional and crying.
To lead the campaign, we looked to Oscar winning actor Adrien Brody.
We asked him to take on the character of 'Crying Jean', a tearful and emotional jazz crooner who longs for a beautiful woman called Stella.
Rather than just perform the character, we also asked Adrien to release a 1960's vinyl track.
We recorded the track using the same methods as the artists from the 1960's.
THE VINYL RELEASE
SEEDING THE CAMPAIGN - THE JAY LENO SHOW
How could we guarantee views and ultimately the success of the campaign?
We worked with The Jay Leno Show, giving them exclusive first viewing of the film footage to play and tinker as they pleased.
They released the below video parody on the day of campaign launch, pushing millions of their viewers to watch our campaign.
