Change Up The Usual
SUPER BOWL 2019 CAMPAIGN
CHANGE UP THE USUAL
When drinking one bottle of Stella Artois can help give a month of clean water to someone who needs it… why would you drink anything else? For Stella Artois’ sixth year of partnership with Water.org, we teamed up with famous characters who are known for a signature drink to change up their usual and choose Stella Artois.
We kicked things off with only a glimpse of carrie
We teased the one and only Carrie Bradshaw’s reappearance on SJP’s Instagram with an unbranded teaser. It was watched watched over 500k times in under 5 minutes, and gained a lot of press. Some publications like Harper’s Bazaar and HuffPost were just excited to see her, others like W Magazine and Marie Claire were clever enough to piece the Water.org / Stella partnership together.
A couple of days later, Carrie couldn’t help but wonder…
Carrie’s official teaser film recreated the iconic Sex and the City opening scene, with a twist. 2019 inspired tutu and all. The news quickly spread through Good Morning America, The Today Show, Oprah Magazine, Vulture, Vogue Italia, The New Zealand Herald… the list goes on. And fans were stoked. The #PourItForward hashtag immediately became populated with Carrie fan art, reposted videos, and outfit breakdowns.
Meanwhile, matt explains the program
To answer any questions fans might have about the program, we also created harder hitting videos featuring Water.org co-founder, Matt Damon. In the past, Stella had created limited edition chalices to help with the cause. This year, they’ve expanded the program so that every Stella Artois you buy in a store, order at a bar, or drink in your bathtub after a long day helps give clean water access to someone who needs it.
the dude teases a super bowl comeback
Seemingly unrelated, The Dude launches a teaser film on Twitter and the internet goes wild. While trending on Twitter all day, Entertainment Tonight revisits his 20 year anniversary, Vice is stoked but also judge-y about our tumbleweed, and AdAge adds it to the Super Bowl 2019 line up labeled as “Unknown.”
AND FInally, CARRIE BRADSHAW & THE DUDE UNITE!
After days of speculation, Sarah Jessica Parker and The Dude walk into a bar… order Stella Artois, and chaos ensues. The spot quickly gained coverage across every news outlet and fans called the pairing ““the coupling we never knew we wanted but needed.”
on SUPER BOWL SUNDAY, we surprised viewers with an “interesting Edition” which fans quickly noticed.
“Stella artois getting jonathan goldsmith might be the best interception in this game!”
after the game,
We worked with acclaimed photographer Miles Aldridge to create iconic OOH imagery that will be plastered across America in the coming months.