Less Is Worth More
Stella Artois
Turning the evolution of the greatest modern artists
Into the launch campaign for the evolution of Stella Artois.
Every year, brands spend billions to convince people their light products have an ok flavor. But to launch Stella Pure Gold, with less calories and all Stella flavor, we decided to show it’s actually better than the regular Stella. All with a little help from modern art.
We studied the creative evolution of iconic modern artists towards minimalism: Mondrian, Kandinsky, Delaunay. Their Before & After became the launch campaign of Stella Pure Gold with billboards and prints all over Brazil. And since all those paintings are in the public domain, we didn’t pay anything for them. You know, less is worth more.
Every year, brands spend billions to convince people their light products have an ok flavor. But to launch Stella Pure Gold, with less calories and all Stella flavor, we decided to show it’s actually better than the regular Stella. All with a little help from modern art.
We studied the creative evolution of iconic modern artists towards minimalism: Mondrian, Kandinsky, Delaunay. Their Before & After became the launch campaign of Stella Pure Gold with billboards and prints all over Brazil. And since all those paintings are in the public domain, we didn’t pay anything for them. You know, less is worth more.
