Stella Artois captures scenes of the Australian Open in artworks for OOH and social media

Stella Artois has created a new artwork for every day of the Australian Open in its on-site gallery.

The artworks are inspired by photos taken and shared by tennis fans, capturing the ‘good life’ of being at the tennis. After each work is completed it’s hung in the gallery and reformatted for social media and OOH advertising to appear the next day.

The works are reformatted to become social media and OOH ads

Limited numbers of the prints are also available for tennis fans to purchase. The original prints will be auctioned off at the end of the tournament for bushfire relief.

The works have been created by artists Timothy Hunt, Marylou Faure, Cari Vander Yacht and Beci Orpin, who each originate from the four grand slam nations of the UK, France, the US and Australia, respectively.

The artists were selected to represent the four grand slam nations

2020 is the first year that Stella Artois has been the official beer partner of the Australian Open.

The campaign was lead by Clemenger BBDO Melbourne.

Stella Artois brand manager, Verity Jackson, said: “The Life Artois is our new creative platform and a celebration of the good life. As the official beer partner of the Australian Open, we felt ‘The Life Artois – Captured Live’ was the perfect meeting point of our two brands and ambitions.”

Clemenger BBDO Melbourne executive creative director, Evan Roberts, added: “Capturing the romance and joy of the Open on a daily basis may seem like a whimsical notion, but the reality is something else entirely. It continues to be a demanding task that requires a collaborative effort between client and multiple creative partners, thanks to all who are helping bring it to life.”

‘The Life Artois – Captured Live’ campaign is supported by OOH, street murals, social, digital, packaging, PR and marketing on-premises at the Australian Open.

Frank Curcio, group planning director at PHD, said: “We’re continuously looking at how we can make the leap in the way we use media. Creating The Life Artois – Captured Live street gallery allows people who haven’t attended the Australian Open to experience the look and feel of the tournament through the brand’s ethos of creating art, not ads, something that aligns with its strong European heritage.”

A range of TVCs have also been developed for the campaign, inspired by the aesthetic of the artworks.

Credits:

Lead agency: Clemenger BBDO Melbourne
Media agency: PHD
Activation and on-site experience: TLA
Shopper: Clemenger Activation
PR & Influencer: 3 Degrees Marketing
Social: CUBHouse

Stella Artois:
CUB Global Brands Director: Emily Griffifths
Stella Artois Brand Manager: Verity Jackson
Stella Artois Assistant Brand Manager: Sophia O’Beirne