COVID-19 infections were peaking, but pandemic fatigue meant people weren’t social distancing. Stella Artois needed a creative way to bring people together — safely apart. Stella Artois, a Belgian beer brand dating back to 1366, is known for its crisp, refreshing taste and rich heritage.
Stella Artois partnered with artists Baba Tjeko and Curious Lauren for the Wet Paint: A Social Experiment in Social Distancing campaign, which delivered a 5:1 ROI and 70% tier 1 media coverage.
Murals were painted on eight benches in busy Johannesburg areas, with “wet paint” signs placed in the middle — encouraging people to sit together, yet apart. Hidden cameras captured the reactions.
The pandemic rewrote social rules.
After one of the world’s strictest lockdowns, South Africans quickly returned to old habits when restrictions eased.
As a brand that celebrates shared moments, Stella Artois knew that while people don’t always follow rules — they do appreciate art.
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