Stella Artois | 2024
Stella Artois's "The Most Famous 6-Pack Model" / Stella Artois "The Most Famous 6-Pack Model"
A campaign by Stella Artois and GUT Miami called "The Most Famous 6-Pack Model," which won a Gold Lion at Cannes Lions 2024.
The problem
Stella Artois had been struggling to grow, and brought in David Beckham as a new ambassador to try to turn the brand around.
The insight
Normally you'd put the new ambassador's face front and center, but GUT didn't go that route. Beckham was a rare kind of celebrity—instantly recognizable not just by his face, but by the tattoos on his hands alone. So they decided to deliberately hand the spotlight over to the product instead.
The idea
That's how the idea of the "world's most famous hand model" was born. They created three newspaper ads that hid Beckham's face, showing only his tattooed hands holding a chalice glass, a can, and a six-pack. They then slipped these photos into the "Wall of Fame" displays at restaurants around the world, sparking buzz around the idea that the product itself was the real star.
What happened
It won the Gold Lion Campaign award in the Print & Publishing category at Cannes Lions 2024.
Afterthought
There aren't any images to go with this one, so I can't really picture the details... Given the title "6-Pack Model," I'm sure it's some clever idea built around a six-pack of beer, but I'm not allowed to just make things up. Sorry for the thin details this time!
Awards
- Cannes Lions Gold 2024
