Stella Artois – Pure Malt Campaing

What:

Innovative, ambient OOH Art installations created by local artists using Pure Malt as a medium.

Narrative: In The Right Hands, Pure Malt becomes Pure Art.

Client Needs:

Stella Artois had not yet landed the Pure Malt formulation with consumers and decided to address this in a way that was true to its heritage and the creative ambition of #ArtNotAds.

Big Idea:

Executed in collaboration with three top South African artists: Yay Abe, Baba Tjeko and Sindiso Nyoni, all of whose styles have thrilled the local & global art world.

Stella Artois created ART not ADS  in an exciting FIRST EVER national installation,  INSPIRED BY and MADE with MALT.

The campaign was amplified by strategic media and digital engagement as well as one-on-one interviews with the artists, who narrated the message that: “IN THE RIGHT HANDS, PURE MALT BECOMES PURE ART”.

Key Outlets:

Morning Live, SABC News, The Citizen, Sowetan, ENCA, News24, SAfm, between10and5

RESULTS

2.9M

EARNED MEDIA

39%

TIER 1 MEDIA COVERAGE

31

PIECES OF PR COVERAGE IN 1 MONTH

25.2M

POTENTIONAL REACH

WHERE TO FIND US

Johannesberg

Cape Town

Los Angeles

Lagos

London

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