Gold
Print
Beverages
| Entrant: | GUT, Miami |
| Brand: | Stella Artois |
| Title: | "The World's Most Famous Hand Model" |
| Corporate Name of Client: | AB InBev |
| Client Company: | AB InBev, New York |
| Heads of Global Brand Marketing: | Andre Amaral/Michelle Skea |
| Client Company Global VP Premium Co: | Richard Oppy |
| Client Company Global VP Stella Artois: | Tim Ovadia |
| Client Company VP Premium Brands: | Chris Jones |
| Client Head of Brand Marketing: | Kevin Bell |
| Client Company Director, Brand: | Reginald Louisne |
| Client Company Director, Media: | Samantha Danziger |
| Client Company Director, Regional Media: | Andrew Gelbard |
| Media Company: | Starcom, Chicago |
| PR Companies: | 3PM, New York/Weber Shandwick, New York |
| PR Companies Global Business Leads: | Brian Williams/Jessica Brigandi |
| PR Company Executive Vice President: | Brooke Martin |
| PR Company Senior Vice President: | Samantha Kops |
| PR Companies Directors, Integrated Media: | Austin Dorrell/Marah Rudolph |
| PR Company Senior Manager: | Hannah Brunsen |
| Brand Agency Company: | SYNERGY Productions, St. Louis |
| Senior Client Brand Manager - Media: | Tara Carlson |
| Senior Client Brand Manager - PR: | Cody Bryan |
| Agency: | GUT, Miami |
| Agency Chief Executive Officer: | Sandra Alfaro |
| Agency Creative Chairman: | Anselmo Ramos |
| Chief Creative Officers: | Ricardo Casal/Juan Javier Peña Plaza |
| Creative Directors: | Jose Ramirez/Jeff Schermer |
| Creative: | Hannah Snitcovski |
| Senior Copywriter: | Caroline Webster |
| Copywriter: | Zane Miller |
| Senior Art Director: | Scarlett Maestre |
| Art Director: | Tanner Shea |
| Agency Head of Art: | Guido Fusetti |
| Agency Designer: | Daniel Pastor |
| Agency Head of Production: | Renata Neumann |
| Agency Executive Producer: | Denisse Ramirez |
| Agency Senior Producer: | Amber Pena |
| Agency Producer: | Gabi Delgado |
| Agency Project Managers: | Melissa Rodriguez/Rachel Soble |
| Agency Chief Content Officer: | Pedro Porto |
| Agency Global Chief Growth Officer: | Carmen Rodriguez |
| Agency Creative Development Manager: | Hannah Snitcovski |
| Agency Managing Partner: | Amit Dhawan |
| Agency Chief Strategy Officer: | Fernando Ribeiro |
| Agency Brand Strategist: | Barbara Reis |
| Agency Head of Strategy: | Natalia Davila |
| Agency Strategy Director: | Pablo Gonzalez |
| Agency Senior Communication Strategist: | Timothy Southerland |
| Agency Account Executive: | Felipe Oduber |
| Agency Account Supervisor: | Carla Caban |
| Agency Group Account Director: | Monique Beauchamp Estrella |
| Agency Account Director: | Valeria Mantica |
| Agency Senior Director: | Jordan Leyden |
| Agency Head of Resourcing: | Junia Parodi |
| Agency Resource Coordinator: | Veronica Diaz |
| Agency Chief Data & Intelligence Officer: | Christian Pierre |
| Design Company Executive Creative Director: | Sean Thomas |
| Design Company Design Lead: | Harry Harrington |
| Design Company Head of Artwork & Print Production: | Sam Broude |
| Design Company Head of Image: | Steph Heasman |
| Design Company Global Business Director: | Rich Aylen |
| Design Company Senior Program Manager: | Mari Caroll |
| Design Company Account Director: | Andrew Armentano |
| Design Company Program Manager: | Emma Ticehurst |
| Photographer: | Cait Opperman |
| Retoucher: | Ana Tortosa |
Description:
To revive the brand, we decided to harness what made it so successful: elevating the product as something worth more than anything else.
But first, we needed to redefine what "worth" means in a culture that values experiences over material things. Our new platform, "Worth More," celebrates the moments of genuine connection our beer facilitates.
When deciding who best to represent Stella Artois in this new era, globally-renowned soccer star David Beckham was an obvious choice. Sure, he may be known for his trophies, sports cars, and expensive taste, but if the hit 2023 Netflix documentary "Beckham" taught us anything, it's that this man truly understands what's worth most in life—his family and friends.
After analyzing past brand relaunches, we knew we had to land our platform's "Worth More" message while simultaneously engaging our target (Beckham's fans) in a way that felt authentic. In deciding not to include Beckham's name or face on the execution, we communicated that our product was "Worth More" while also sparking a conversation about this unexpected approach to celebrity advertising.
Fans of Beckham recognized his hands immediately and were compelled to share their discovery (and their newfound respect for the brand) in the comments of Stella's post. Beckham himself is highly active on Instagram, so by sharing the ads there, we were in the best place to interact with his biggest fans.
So, while most brands launch their new campaigns by plastering a celebrity's face all over their ads. But unlike other celebrities, David Beckham is recognizable by just the tattoos on his hands.
So to launch Stella Artois' new brand platform, we turned one of the world's most recognizable faces into the world's most famous hand model, putting our product front and center in advertising's most iconic placement: the back page of the New York Times.
We grabbed fans' attention by twisting the expectation of what a celebrity ad can be, causing more conversation than a print ad of his face ever would have.