Belgian beer brand Stella Artois is honouring the “sacred first sip in claustrobars” with a new campaign that pokes fun at the often-overcrowded nature of bars.

Developed in partnership with creative agency Grey London, the out-of-home work pays homage to the “universal experience” of having to navigate a labyrinthine crowd to get your hands on a cold pint.

Centred around the key strapline: ‘”Worth it”, the brand’s campaign was shot by photographer Ale Burset and developed in collaboration with Grey’s London studio, with a curated global team.

“This creative fully captures the premium essence of Stella Artois,” said Tim Ovadia, global vice president of Stella Artois.

“It reflects a genuine insight as part of our ‘Taste Worth More’ platform. Highlighting that some occasions are worth the effort – such as navigating a crowded bar, especially if it means a perfectly poured Stella Artois is waiting to be enjoyed.”

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Forming part of Stella Artois’ ongoing ‘Taste Worth More’ global platform, the creative will be pushed out via digital and standard out-of-home placements next to bustling city bars across London, Chile, and Brazil.

“We’ve been those glum, squeezed punters in the photos for years,” said Grey London’s group creative directors Aaron McGurk and Chris Lapham. “So, we thought it was about time someone did something about it – or at least made a poster campaign about it.”