Stella Artois 4% scoops three Gold Lions at Cannes International Advertising Awards

Building on the Cinema Riviera-style Stella Artois 4% launch, the digital campaign featured three short films that explored the notion that ‘8 Mile’, ‘Die Hard’ and ‘24’ all could have been based on forgotten French classics of the 60’s cinema.

Andreas Hilger, the marketing director of InBev UK and Ireland, said: "People have come to expect something special from Stella Artois and we are pleased that our digital campaign for Stella Artois 4% has been recognised as some of the best advertising in the world.
 
“Stella Artois 4% is one of the most successful beer launches of the decade and the digital environment provided a clear opportunity to bring Stella Artois 4%’s unique qualities to life, in particular its triple filtered smoothness.”

Gustavo Sousa, creative at Mother London, the advertising agency that produced the campaign, added: “Stella Artois has always been famous for great story telling, great advertising. We are very happy to be able to retain that tradition, while simultaneously evolving it to more interesting formats.”

The digital campaign, included ‘8 Kilometres’, ‘Dial Hard’ and ‘Vingt-Quatre Heures’ to communicate the message: “Stella Artois 4%. Triple filtered with a smooth outcome” which underlines the product credentials of the lager that is brewed to an original Belgium recipe.

All three Stella Artois 4% films were awarded Gold Lions in the Film Lions category which judges the best television and viral ads at the 2009 Cannes Lions Festival International Advertising Festival. The three films can be viewed in full widescreen at http://www.smoothoriginals.com.

Developed to complement Stella Artois - the No 1 premium lager in the on-trade - Stella Artois 4% appeals to consumers looking for a premium 4% beer that doesn’t sacrifice quality. It was launched in the off-trade in August 2008 and a draught version was rolled out in the on-trade from November 2008.