Stella Artois is encouraging people to live the "Life Artois" in a new global campaign that plays on nostalgia for European drinking culture but also encourages social distancing as lockdown starts to ease.
The work by Mother London, which broke just as U.K. pubs reopened last weekend, includes a street mural at London's Truman Brewery that uses geometric circles on the ground to encourage social distancing while drinking. The mural was created Studio Number One, whose creative director and co-founder Shepard Fairey commented: “With galleries and exhibitions closing their doors during lockdown, people have been unable to experience and appreciate art in the usual ways. My team collaborated with Stella Artois to create socially-distanced art to be publicly accessible, but also to facilitate safety as people reunite."
There is also an animated TV campaign in which people dance with musical notes to a version of "La Vie en Rose." All use a stylized design with bold, striking colors and geometric shapes, inspired by classic European travel advertising. TV work was directed by Stephen McNally through Blinkink.
“Having a great beer with friends and loved ones is one of those simple pleasures we missed the most during lockdown," added Hermeti Balarin, partner at Mother London: "As our lives start to return to normal, we wanted to remind people to slow down and enjoy what really matters."
The initial work, celebrating reopening across Europe after the coronavirus pandemic, is themed "Together Again in the Life Artois." However, the "Life Artois" idea is designed to be flexible and will include further executions such as "The world can wait in The Life Artois," "Rush hour in The Life Artois" and "600 years of love in The Life Artois."
“We want to keep our mantra of ‘art not advertising’ and give our audience visually stunning work they can enjoy, rather than just interrupting, " said Tim Ovadia, Global VP of Stella Artois, in a statement. "The message behind the visual highlights success only really means something if you take the time to enjoy it with the people who matter most - a mindset we’ve named ‘The Life Artois’ - reminding people to slow down, enjoy the moment and focus on the meaningful connections.”