Stella Artois and Lowe stick with print theme

Lowe is sticking with the creative formula that won top honours at the Cannes Festival two years ago for Stella Artois, in a new series of print ads supporting the brand.

The executions, breaking next month in monthly style and fashion magazines, are a development of the now familiar idea of featuring valuable objects that have been damaged because they've been used to open a bottle of Stella.

They use the strapline: "Reassuringly expensive."

The items appearing in the new ads range from a classic 60s telephone to an African tribal mask. All were shot by the Italian photographic duo Coppi Barbieri, best known for their work for Wallpaper and Japanese Vogue.

Starcom Motive is planning and booking media for the campaign, which is weighted heavily towards trend-setters. Matt Edwards, the board account director on the business at Lowe, said: "The fact is that while Stella gets drunk in pubs, an awful lot is sold in bars and nightspots and it's style leaders that we're after."

Damon Collins, the Lowe joint creative director, said the campaign still had considerable mileage left in it. "If it ain't broke, why fix it?" he said. "This has been a fantastic campaign for Stella, so we thought we'd nudge it on a little."

Karen Waring, the Stella Artois marketing manager at Interbrew UK, said: "This campaign will really reinforce Stella's quality credentials."

Four of the new ads were written by Adrian Lim and art directed by Steve Williams. The other execution, featuring a piano keyboard, was art directed by Williams and written by Maz Schmittzehe and Holly Budgen.

The campaign took the Grand Prix at Cannes in 2000 as well as golds at the Campaign Press Awards in the same year.