Stella Artois Invites Customers to Steal Glances and a Little Something Extra

Let's be honest, who hasn't taken a glass from a bar "by mistake" at least once in their life? Stella Artois knows this well, which is why they designed the most iconic and coveted chalice—now a cult object worthy of "borrowing."

Because Stella Artois doesn't judge the desire to take that perfection home, the brand launched the Steal Artois Collection: a fashion capsule of five exclusively designed garments, created to steal the spotlight... and a little more.

"At Stella Artois we are innate admirers of beauty, and as such, we are aware that the beauty of our chalice has made it an iconic object of desire. While inconvenient, we understand that borrowing is an acknowledgement of that, so we can only celebrate and recognize all these lovers of beauty who, like us, could not resist the temptation to enjoy a Stella served perfectly in a chalice at home. This campaign is a tribute to everyone out there who is able to discern and enjoy the beautiful things in life," said Camila Plass, marketing manager of ABInBev.

Created by VML Chile together with David New York and produced by Rebolucion, the integrated campaign consists of digital, outdoor, and print pieces invites those honest light fingered friends to apply to win a garment from the organically designed capsule with one purpose: to enjoy the perfection of a Stella chalice in the comfort of home.

“We are happy to display such a significant truth on screen in such a bold manner: by celebrating those who have borrowed a Stella Artois chalice from a bar rather than punishing them. Recognising them as brand fans and inviting them to continue doing so in a playful and fresh way aligned with the new tone and style of Stella Artois. The campaign is a product of great courage and agency-client partnership, and undoubtedly having 'borrowed' glasses from a bar more than once ourselves," commented Raimundo Undurraga, CCO of VML Chile.

"Each year Stella Artois chalices mysteriously disappear from bars, an unacceptable yet somewhat understandable reality due to their beauty. It was an insight that inspired us to reflect it through outdoor and print pieces, along with parallel social media activations encouraging people to “confess their crime” by sharing a pic of a chalice they have borrowed," concluded Andre Toledo, CCO David New York.

Enter to win an exclusive garment here. Participation is easy and open to applicants anywhere in the world until January 31st.