Stella Artois has unveiled its new Unfiltered lager, promoting the product in a raunchy campaign spanning across digital, TV, OOH, print and social.
Dreamt up by creative agency Mother London, the fully integrated campaign toys with the ‘Beer, au naturel’ tagline of the product by showing people living in a European town in the nude.
Collaborating with director Autumn De Wilde and Anonymous Content, the 30-second film depicts the nudists enjoying pints of Stella Artois Unfiltered. Playing in the background is a remastered cover version of the lager label’s advertising music from Jean de Florette.
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The Belgian beer brand has called it “golden lager in its purest form”, as the lack of filtration allows its original flavours to break through.
As for the OOH and print aspect of the launch campaign, this content depicts people living their nudist ‘au naturel’ lives by taking part in activities such as chess matches and dog walks.
“Not many people know that beer originally wasn’t filtered,” Stella Artois Europe senior brand manager Meg Chadwick said.
“We’re so excited to be taking it back to its roots with the launch of Stella Artois Unfiltered.”
“Our campaign ‘Beer, au naturel’ speaks to the truth of our naturally unfiltered beer: a lager in its most natural form. A beer as fresh and flavoursome as this, deserves a truly unmissable campaign – so why not showcase the beauty of being real, authentic and ‘au naturel’?’’
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