Stella Good AF

Creative idea

Stella Artois is building a witty, approachable persona in the US, where every communication delivers its signature wink and nod. For Alcohol-Free, inspiration was hiding in plain sight: on the label itself. AF, the range abbreviation, also happens to be one of internet culture’s favorite ways to make anything sound exceptionally good, just like Stella’s taste. The campaign claims “Good AF,” then playfully reveals through an asterisk that AF stands for Alcohol-Free. The line deliberately works both ways: Stella Artois tastes “good AF” and is “good Alcohol-Free.” One piece of copy, two meanings, both delivering the same message: uncompromising taste.

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
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
Film production: Saga film
Music: Yessian music
Post production: Saga film
Post production producer: Vlad Luca