Everyday thousands of people take a glass from a bar. But, we don't judge, after all we design the most iconic chalice, but also the most stolen.

How to celebrate one of our greatest assets in a fresh, authentic and genuine way. Transforming our chalice into a true object of desire with an insight and campaign that generates awareness, talkability and a lot of engagement.

A 360 campaign that celebrates those honest friends of other people's chalices. Placing our own chalice as a big object of desire at the center of everything. Starting with radio, outdoor and online content that in a authentic way declares “Worthy of borrowing”. Then we amplify with influencers and a huge PR strategy. Finally, we launch a fashion collection created to make a chalice “disappear” from the bar.

Men and women between 18 and 35 years old. Lovers of priceless experiences, going out with friends and good food. People who appreciate design, the beauty of what is well done and who understand that the most priceless things are found in the details.

It all started with an appreciation for such an iconic piece of design as the Stella chalice.

After setting the territory came the part of starting to prepare everything for the insight, that besides being the most beautiful glass of all, it is also the most stolen. We did this with influencers and a bar owner who, through a PR activation, declaring that he was bored of having his glasses stolen and set alarm bells ringing in their chalices.

After that we put up teasers of the clothing collection, until January 2nd we launched the full collection, that same day in all Stella restaurants and bars you could "grab" the desired chalice with the permission of the bars, and on a website you could apply for one to be sent to your home and thus experience first hand the guilty pleasure of taking a Stella chalice to your own home.

The campaign stole the attention of the rest and something more. Achieving results never seen before for the brand in the country.

Impressions: 238.843.152

Earned media: $3.025.848

Social Interactions: 7.778.898

Clicks: 1.080.889

Visualizations: 23.660.667