Creating a Global creative strategy, visual identity and content series that works in local markets

Stella Artois wanted a premium aesthetic and a powerful social strategy based on emotive storytelling. The challenge was to deliver both global consistency and leave room for local market knowledge and nuance.

Approach: Working with an incredible art director, a specialist food editor and a global cultural insights director, I created a new cultural creative strategy for the brand, to reach a social-first audience. This included a new global social proposition, a multi-market content strategy, a refreshed look and feel for video and photography and production of assets for Europe, North and South America.

We launched it with Table Turners — an original global content series for Stella Artois. I was creative director of an international team creating long form films and supporting social content across YouTube and Instagram. We cast fearless chefs from the world and told the stories of how they had adapted and evolved during the Covid pandemic.

Results:

• TableTurners ran on Stella Artois Global channels and 10 local market channels including Mexico, Brazil, South Africa, Canada and Korea

• More than 8 million views of Table Turners episodes on YouTube

• The global Table Turners format was reproduced in market to hero region-specific chefs, stories and cultural references.

• Led to We Are Social picking up briefs for Stella Artois Global Holiday Campaign and Superbowl social campaign content.

Role: Group Creative Director

Agency: We Are Social