Stella Artois | Holidays

Use innovative tech to virtually reunite loved ones separated by Covid at Christmas

Stella Artois is a brand that celebrates togetherness. During 2020’s lockdown Christmas they wanted to use technology to bring loved ones together when Covid was separating them. The result was an intimate family dinner, thousands of miles apart.

Approach: This was a creative sprint of epic proportions - the brief was - can we use tech to bring people together - we had three weeks to get an idea signed off, cast, locations sourced, shot, produced and live.

This was peak Covid so everything was done remotely - I led creative development in the UK, as well as two shoots in the USA and Mexico, shot by a director based in Barcelona.

Results:

  • 5M+ views

  • Delivered in 3 weeks — from brief to broadcast

  • Concept recreated in other markets

  • One family’s Christmas wish come true

Role: Group Creative Director

Agency: We Are Social

In detail

After a global casting call we found Jero in New York, Covid meant for the first time in his life, he would be unable to go home to be with his family in Mexico. His story was the story of so many of us during Covid and so this film hit a special note. To recreate togetherness we interviewed Jero and secretly his family too. We found out their Christmas traditions, from the food his grandmother cooks, the scents of the family home, right down to the little wooden stool they sit on to open their Christmas gifts. Then two amazing production teams in the US and Mexico recreated these Christmas traditions in two restaurants in at the same time – one in NYC and one in DF.

A huge screen put Jero at the end of the family’s table, even though he was thousands of miles apart. We brought items from his family home to a restaurant in New York and created an olfactory ambiance that recalled the familiar scents of home. Chefs in both locations cooked the exact same meal, to Grandma’s precise recipe, so they could share Christmas dinner together.

We were an entirely global and mostly remote team. I led from London, the director was based in Barcelona and we shot on the ground in NYC and Mexico DF.

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