Stella Artois has unveiled a special-build out-of-home (OOH) piece in London to celebrate the launch of the brand’s Unfiltered lager on tap.
The artwork – developed by creative agency Mother London and painted by mural creators Graffiti Life – plays with the building’s architecture to incidentally conceal the modesty and intimate parts of the characters.
The OOH stunt is in keeping with the Belgian beer brand’s cheeky ‘beer au naturel’ integrated campaign launched last summer, the TV advertisement of which depicted a European town enjoying life and Stella Artois Unfiltered in the nude.
Part of a few scantily-clad activations continuing the ‘Au Naturel’ campaign into 2023, the London mural is located in the vicinity of partnering drinking establishments.
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The beer giant has branded Unfiltered as “golden lager in its purest form”. The lack of filtration allows the beer’s original flavours to break through.
“Not many people know that beer originally wasn’t filtered,” Stella Artois Europe senior brand manager, Meg Chadwick, said last May when the campaign initially launced.
“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’?’’
