MEDIA AWARDS 1999: Campaign Gold Award - Best Media Campaign of the Year

Title: Stella Artois - movies that matter
Media Agency: Motive Communications
Media Director: Peter Edwards
Head Of Media Development: Tracey Darwen
Creative Agency: Lowe Howard-Spink
Creative Director: Charles Inge
Account Director: James Scroggs
Account Planner: Peter Brown
Client: Whitbread Beer Company
Brand/Product: Stella Artois
Marketing Director: Stewart Gilliland
Media/Brand Manager: Stuart MacFarlane

Title: Stella Artois - movies that matter

Media Agency: Motive Communications

Media Director: Peter Edwards

Head Of Media Development: Tracey Darwen

Creative Agency: Lowe Howard-Spink

Creative Director: Charles Inge

Account Director: James Scroggs

Account Planner: Peter Brown

Client: Whitbread Beer Company

Brand/Product: Stella Artois

Marketing Director: Stewart Gilliland

Media/Brand Manager: Stuart MacFarlane



By recognising the link between premium lager drinkers and film and by

making cult film screenings their own, Motive has turned what began as a

television buying strategy five years ago into the cornerstone of Stella

Artois’ multi-media campaign. So successful is the brand’s association

with film that more drinkers now associate Stella with film than tennis,

which it has sponsored for more than 20 years. Spontaneous awareness of

film sponsorships now outstrips television advertising awareness by 25

per cent, while Channel 4’s film sponsorship has driven brand

association with film to 74 per cent recall, putting it ahead of Doritos

and more than two times in front of Budweiser. Congratulations to Motive

for a clever idea, meticulously executed across the entire media

spectrum.



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