Stella Good AF

Creative idea

Stella Artois Alcohol-Free needed to break free from the category’s neutral, apologetic messaging and make great taste feel witty, confident, and culturally relevant. Through dynamic OOH executions, the idea comes to life as an animation of the campaign line, turning the meaning behind “AF” into a superlative for taste. As the message moves, transforms, and reveals “AF” as Stella Artois playfully claims Alcohol-Free, familiar internet slang. The movement makes the punchline instantly clear, while crisp, crave-inducing product imagery keeps taste at the center. Digital screens make the viewer part of the twist that brings internet language outdoors.

Brand name: Stella Artois 0.0
Advertiser / client: Anheuser-Busch USA
Product / service: FMCG
Campaign name: Stella Artois 00 Good AF
Agency network: INDEPENDENT AGENCY
Agency: AIN'T Milan
Additional company: SAGA Films; Yessian music
Production company: Saga film
Agency chief executive officer: Jorg Riommi
Chief creative officer: Jorg Riommi
Executive creative director: Ruxandra Papuc
Creative director: Jorg Riommi; Ruxandra Papuc
Art director: Vitor Mainho, Nadejda Ghilca
Copywriter: Javier Gelpi De Fez
Designer: Evgen Verzunov
Account director (agency): Ivanna Skulska-Lowe
Client account director: Ivanna Skulska-Lowe
Strategic planner / strategist: Adam Lotz
Music: Yessian music
Post production: Saga film
Post production producer: Vlad Luca