STELLA ARTOIS announced that photographer ANNIE LEIBOVITZ has shot a new campaign for Stella Artois which was formally unveiled at the 2013 Sundance Film Festival. The campaign is set to run across the Belgian beer brand’s digital channels in the UK, and around the world in both digital and print.
Stella Artois “Timeless Beauty” Campaign Shot by ANNIE LEIBOVITZ (Courtesy: Stella Artois)
Stella Artois “Timeless Beauty” Campaign Shot by ANNIE LEIBOVITZ (Courtesy: Stella Artois)
STELLA ARTOIS® is part of a Belgian brewing tradition dating back to 1366, the number one Belgian beer in the world and present in over 80 countries. It is a bottom filtered, blonde pilsner with a malty middle and crisp finish delivering a full flavor and a hint of bitterness. (Stella Artois® is best enjoyed served between 3 and 5 degrees Celsius and should be served in the unique Stella Artois® Chalice according to the 9-Step Pouring Ritual to guarantee a perfect experience of this gold standard lager.)
Behind the Scenes at Stella Artois Timeless Beauty Campaign Shoot. (PRNewsFoto/Stella Artois)
Behind the Scenes at Stella Artois Timeless Beauty Campaign Shoot. (PRNewsFoto/Stella Artois)
“Annie Leibovitz’s work marries artistic genius with painstaking craftsmanship to create timeless beauty,” said EMMA FOX, GLOBAL MARKETING DIRECTOR, STELLA ARTOIS. “This concept is a personal one for Stella Artois. Our fans experience the beer in its finished form, but 600 years of brewing expertise helped make this possible. So we wanted to celebrate both the beauty and the craftsmanship that go into its creation.”
To celebrate this new collaboration, STELLA ARTOIS hosted a launch party to unveil the work at the SUNDANCE FILM
Stella Artois. (PRNewsFoto/Stella Artois)
FESTIVAL, of which it is the official beer sponsor. British actor NOAH HUNTLEY, who stars in the ad alongside Ukrainian model TANYA RUBAN, were the hosts; with Leibovitz’s work serving as the visual centerpiece of the party. Stella Artois also engaged with a global mix of influential, well-trafficked bloggers who use photography as their medium. These bloggers were asked to develop images of timeless beauty and their work will be displayed at Sundance.
The ANNIE LEIBOVITZ CAMPAIGN LAUNCH PARTY was just one of several events Stella Artois hosted this year at Sundance. From Thursday, Jan. 17, through Sunday, Jan. 20, Stella Artois hosted events – including press conferences for films screening at Sundance, food tastings with famed chefs, evening receptions and much more – at three different event spaces in Sundance. These include STUDIO STELLA ARTOIS, THE STELLA ARTOIS CAFE and the CUTTING ROOM.
“Sundance is the premiere destination for American and international independent filmmakers to showcase their work,” said RICK OLESHAK, DIRECTOR, STELLA ARTOIS. “And just as the filmmakers strive to bring something new and exciting each year to the festival, everyone at Stella Artois does the same. We are excited to debut the campaign from Annie Leibovitz this year as well as some of the other new and exciting events taking place at our venues.”
From there, Leibovitz’s work on the campaign will appear in GQ, Elle and Vanity Fair, beginning in February 2013. STELLA ARTOIS has also created an online experience, STUDIO STELLA ARTOIS, to celebrate timeless beauty and to showcase the experts who bring it to life. The site can be accessed via www.stellaartois.com/lasociete. It will feature the stills from the Annie Leibovitz shoot, as well as stylish “behind the scenes” films featuring interviews with the subjects, stylists and craftsmen behind the Leibovitz campaign.
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