Stella Artois’ analysis of beer in old paintings takes Creative Data Grand Prix

“The Artois Probability,” a campaign for Stella Artois from Gut Buenos Aires, won the Creative Data Grand Prix at the Cannes Lions International Festival of Creativity on Wednesday. The campaign used various data-crunching techniques to examine images of beer in paintings from 600 years ago—and guess whether or not it was Stella, which was around back then. The agency analyzed the color of the beer, the shape of the glass, the year and the location of the painting to determine the odds of each painting featuring a proto-product placement for Stella. The Creative Data jury president happened to be a top executive at Gut—Samantha Hernández Díaz, chief strategy officer of Gut Mexico City. She had to abstain from the Grand Prix debate, but at a press conference later, she reflected on the inventiveness of the work. “When it leaves you with a smile on your face and something going on in your gut, you know there’s something there,” she said. “The truest reaction to the work is how you feel when you’ve just finished seeing it—and we all felt it. Try tracing the history of a brand over 600 years back and finding an interesting way of marrying that with one of the oldest forms of creative expression that humanity has, which is art. It’s all about the brand. It’s true to the brand. It speaks in a different language for this category. It brings us closer to art. It’s great in so many different aspects.” This is the second Grand Prix this year for Anheuser-Busch InBev, which is the Cannes Creative Marketer of the Year for the second year in a row. On Tuesday, Michelob Ultra’s technology-filled effort that helped a blind man provide TV commentary for a basketball game was awarded the Entertainment for Sport Grand Prix. That work came from FCB New York. Cannes Lions coverage Follow our live blog here Sign up here for email updates See all of the Grand Prix winners here There were two Gold Lion winners in the category—Chipotle’s “Doppelganger” campaign by Gale and “Fabric of England” from McCann London, part of the “Show Racism the Red Card” campaign.

Stella Artois’ analysis of beer in old paintings takes Creative Data Grand Prix

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