Stella Artois’ ‘Hiders Keepers’ Campaign Celebrates the Beer Worth Hiding

You get invited to a party at a friend’s house. You do your part, picking up a beverage on the way so you don’t show up empty-handed – the only catch is, you don’t intend to share what you brought. Because you brought Stella Artois, and you know that the only way to stop people from drinking your Stella is to hide it.

In Stella Artois’ new campaign, Hiders Keepers, the brand is celebrating a house party move that’s universally recognised. Each I-Spy-like ad features a fridge packed with party goods—a collage of delicious food and drinks artfully placed to mask the real goods: the Stella Artois.

To capture this idea, each image was meticulously crafted and shot by renowned photographer Ale Burset. The images are running across the US, UK, and Argentina, appearing on billboards, in magazines, newspapers, and across digital platforms. The campaign also includes social films that portray this party behaviour in a fun and simple way.

Samira Ansari, chief creative officer for Ogilvy New York, “It may be the most self-explanatory ad you’ve ever seen – because it’s a real-life insight that we can all relate to. The images absolutely capture the desirability of Stella Artois in how they invite people to search for that one thing that should really stand out. Let’s just say from here on, I think a lot of people are going to look more closely in the fridges they open for that endlessly recognisable label.”