Stella Artois Outdoor THE BLACK DIAMOND by Mother London

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Industry Beers and Ciders
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United Kingdom
Agency Mother London
Creative Director Mark Waites, Gustavo Sousa, Stephen Butler
Art Director Julia Steinus, Ricardo Mico Toledo
Copywriter Sasha Markova
Producer Corrina Kapur
Released January 2012

Credits & Description

Category: Stunts & Live Advertising
Agency: MOTHER
Creative Director: Gustavo Sousa/Mark Waites/Stephen Butler
Copywriter: Sasha Markova
Art Director: Mico Toledo/Julia Steinus
Producer: Corrina Kapur
Other Credits: Production Company - Punch Drunk

Ambient Execution Description
The brief was to create activity that could help raise awareness of Stella Artois Black, a premium beer from Stella Artois, and generate positive word of mouth amongst London’s young opinion former crowd. The intention was to drive interest in Stella Artois Black and help ensure that this beer would be stocked in some of the high-end on-trade outlets.
The product’s premium nature and limited distribution made the use of conventional advertising channels inappropriate, so Stella Artois decided to create a special event that would reward consumers for discovering Stella Artois Black. The answer was ‘The Black Diamond’ – an immersive theatre experience set both in the real world and online. The Black Diamond was a love story following an engagement ring from the point that it is stolen, to its rightful return.
‘The Black Diamond’ had two components to it, the real world experience and the online experience. The real world experience took place across eight East London locations. Online, each real world scene was recreated to ensure that everyone got a chance to enjoy the full story, while also showing the action from a different perspective to ensure that those who had participated in the immersive experience could see the same story from a different angle.