Subversive pop-up experience highlights the importance of real connection by introducing fake ‘on the go’ chalices to the public
Australian-based The Glue Society has recently directed Mother London's latest project for Stella Artois, which aims to encourage the beer-drinking public to slow down, remove day-to-day distractions and make time to enjoy life's simple pleasures, by highlighting the absurdity of our 'on-the-go' lifestyles.
The Glue Society directed the spot in London's Spitalfields - a process which included designing the deliberately flawed paper chalices and picking up the resulting dry cleaning bills - via their new UK production partner, Biscuit Filmworks.
The campaign forms part of the current 'Joie de Bière' campaign, built around Stella Artois' philosophy to make time for what you truly enjoy.
Launched in early October, the 360-degree campaign will be amplified via a range of activity, encompassing cinema, TV, print, PR, social and digital, and out-of-home.
The brand is targeting those who burn the candle at both ends, with a pop-up experience that reinvents the takeaway coffee cup. Rather than offering a typical flat white, the Stella Artois
baristas pour 'beers-on-the-go' in handy, fake, paper chalices.
However, paper and beer don't mix well together, and quickly the fake glasses begin to disintegrate, or fall apart, highlighting why some things aren't meant to be rushed.
Says Alexis Berger, marketing director Europe, Stella Artois: "We all know modern life is incredibly busy but we're calling out this constant 'on the go' attitude and reminding everyone to make time for what they truly enjoy."
In Australia & New Zealand, The Glue Society is represented by Revolver/Will O'Rourke.
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