Stella Artois: Wetpaint
- Problem: COVID 19 infections are peaking yet people are not social distancing due to pandemic fatigue. There had to be another way to get people to safely. come together whilst remaining “together, apart”.
- AB InBev’s Stella Artois is a beer brand rich in Belgian heritage, tracing its origins back to the Den Hoorn brewery circa 1366. Stella is extra cold. lagered to be a clean drinking and refreshing full strength beer with a full head and light, crisp and dry taste.
- Stella Artois’ “Wet Paint: A social experiment in social distancing” campaign was targeted at urban South Africa.
Artists Baba Tjeko and Curious Lauren, partnered with Stella Artois’ Wet Paint:
A Social Experiment in Social Distancing campaign to create art and bring the message to life, resulting in a 5:1 ROI ratio and almost 70% of the total coverage coming from tier 1 media.
Based on the idea that social distancing does not mean anti-social, eight benches were installed in busy public spaces in Johannesburg after the two artists had painted murals directly onto the middle of the benches and then left “wet paint “signs, encouraging people to sit alongside, yet apart. Hidden cameras then recorded what happened next.
The pandemic has rewritten every rule we know about being around one another.
With South Africans having experienced some of the harshest lockdown regulations in the world, it came as no surprise when many were quick to fall back into old habits once restrictions were eased in late 2020.
As a brand that encourages people to savour life’s moments together, we knew that while people don’t always appreciate rules – they do appreciate art.
Okayafrica, VISI, Style Syndicate, ENCA, iAFRICA, 702, SAWUBONA, Expreso, SAfm
VIEWS ON YOUTUBE
AVERAGE PERCENTAGE VIEWED
SOUTH AFRICANS REACHED
PIECES OF PR COVERAGE IN 1 MONTH
EARNED MEDIA VALUE (BENCHMARK = 1.5:1)
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