Stella Artois had not yet successfully introduced the Pure Malt formulation to consumers and needed a creative way to make the product resonate while staying true to the brand’s heritage and the #ArtNotAds campaign.
Executed in collaboration with top South African artists Yay Abe, Baba Tjeko, and Sindiso Nyoni, Stella Artois created ART not ADS — a first-ever national installation inspired by and made with Pure Malt. The campaign showcased how Pure Malt can be transformed into art.
The campaign featured innovative, ambient OOH art installations created by local artists using Pure Malt as a medium. The campaign was amplified through strategic media, digital engagement, and interviews with the artists, who shared the message: “IN THE RIGHT HANDS, PURE MALT BECOMES PURE ART.”
CSA Global is compliant with the provisions of the Protection of Information Act 4 of 2013. For a copy of the company’s data protection policy,
Website by Woww
