Stella Artois became the new Sponsor of Barcu, a prestigious art festival in Bogotá. With a desire to deepen its connection with the art world, Stella Artois aimed to create an impactful art exhibition within the festival. This opportunity allowed the brand to showcase its appreciation for artistic expression and position itself as a premium brand synonymous with cultural celebration. The festival provided a prime platform to engage with art enthusiasts and elevate Stella Artois' brand image as a patron of the arts. With a budget of USD 15,000, the challenge was to create a compelling exhibition experience that would resonate with the festival's 100,000+ attendees, fostering affinity and recognition for Stella Artois as a brand that celebrates the beauty of art.

Creative Idea:

We curated a series of posters for the Barcu festival, exclusively using Stella Artois' visual assets. Each poster transformed the brand's graphic world into captivating artwork, seamlessly integrating Stella Artois' iconic logo, intricate designs, and distinctive imagery. This innovative approach turned Stella Artois into a sought-after art piece, enticing festival attendees to take home a piece of the brand's artistic expression.

Target Audience:

The target audience includes art enthusiasts and festival attendees seeking cultural enrichment and aesthetic inspiration. These individuals are drawn to the Barcu festival's vibrant atmosphere, making them receptive to Stella Artois' artistic interpretations. Additionally, collectors and consumers intrigued by the fusion of brand imagery and artistic creativity are motivated to acquire these unique posters for their personal collections or home decor, further enhancing Stella Artois' brand affinity and cultural relevance within the festival context.

The idea was executed through a meticulous deconstruction of Stella Artois' new visual identity, incorporating key elements like the chalice, typography, abundance horn, and star into fresh compositions. Each poster maintained brand recognition by highlighting one of these elements amidst abstract designs.

Displayed prominently at a special exhibition within Barcu, the posters captivated attendees with their innovative artwork. Additionally, attendees exchanged contact information for exclusive Stella Artois phone wallpapers, expanding brand engagement.

To ensure accessibility beyond the festival, the posters were made available for purchase through TaDa, a prominent delivery app in Colombia. This strategic distribution allowed art enthusiasts nationwide to acquire these unique pieces, integrating Stella Artois' artistic expression into their homes.

Value Added to Brand: Increased brand association with art by 35%, positioning Stella Artois as a patron of creativity.

Value for Consumer: Enhanced brand engagement and appreciation for Stella Artois' artistic expression among attendees.

Reach/Cultural Impact: Reached over 150,000 attendees at Barcu festival, embedding Stella Artois within Bogotá's vibrant art scene.

Brand Perception: Elevated Stella Artois' perception as a premium brand that celebrates art and creativity.

Sales: Limited edition posters sold out before event end, indicating strong consumer demand.

Achievement Against Brief: Successfully established connection between Stella Artois and art world, meeting objectives outlined in the brief.

Other KPIs: Generated a 15% increase in user engagement and demonstrated effectiveness in creating desirable and collectible artwork that resonated with consumers.