Stella Artois 'masterwork' by Lowe Roche, Toronto

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Lowe Worldwide has unveiled a new global TV ad for Stella Artois, which continues the agency's brief of dramatising the sacrifice people will make in order to get their hands on the beer. The ad, "the masterwork", follows a writer, Patrice, who sacrifices the manuscript of his masterpiece for one perfect glass of Stella Artois, leaving the mischievous barman, Marcel, to steal his fame. The ad was shot in Oppede, deep in the hills of Provence.

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Released: 22 March 2006


The Masterwork
Devin Kelly, global brand director; Alexander Darwazeh, global marketing manager; and Natalia Balakireva, global brand manager
Creative agency
Lowe Roche, Toronto, Canada
Lowe London and MJZ
Creative director
Matthew Bull, chief creative officer, Lowe Worldwide writer
Jennifer Rossini
Art director
David Glen
Matthijs van Heijningen, MJZ London
Director of photography
Joost Gelder

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