Stella Artois

SCENARIO: Stella Artois wanted to bring to life the ritual of pouring the perfect Stella.

SOLUTION: Colossal painted 19 creative frames in 21 consecutive days to capture the 9 steps of the “perfect pour.” Colossal also filmed a time-lapse of the production process, showing how the story was articulated, frame by frame, to create a stop motion journey of the whole project.

RESULT: With Colossal’s handpainted wall at the forefront, the campaign grew into a multi-platform initiative, well beyond the Outdoor medium. In conjunction with Mother New York, Stella Artois commissioned a behind-the-scenes documentary and online journal of the campaign featuring the history and art of handpainted wallscapes.  Promotional activity surrounded the wall on Broome Street with temporary old-fashioned viewfinders, street teams armed with collateral, and events held at the bar across the street, all strategically in place to engage passersby in The Ritual and drive traffic to the campaign site: www.theritualproject.com and documentary site: www.uptherefilm.com

And it worked.  The response was immense.  In addition to the crowds that gathered at the site of the wall, both videos received incredible traction Online with links appearing on Vimeo,  NYTimes.com, Trendcentral, Saturdays, Hypebeast, and many others.  Thanks to this viral success and overwhelmingly positive response, Stella's handpaint story lives on...

The Stella Artois handpaint campaign won a Gold OBIE for the best Individual Execution, Traditional Billboard, at the 2010 OAAA Conference.