Ed Cotton: Stella Artois’ Retro Take Makes A Fresh Commercial

Ed Cotton: Stella Artois’ Retro Take Makes A Fresh Commercial

'Black Diamond', Stella Artois' new campaign, uses film, theater and the internet to unravel a mystery about love and theft.

Caroline Ku
  • 26 july 2011

One thing you need if you are going to take creativity to the next level is a great client.

Stella Artois has always done great creative work in the UK and won it’s fair share of awards, but rarely gets mentioned when experts talk about iconic brands that push the communications envelope.

In an era of supposed attention deficit disorder, one can can argue that forcing consumers to spend lots of time with your brand smacks of self-indulgence and if you push it too far, it’s going to slap you in the face, just like Wendy.

However, the counter argument is that people are in such desperate need for meaningful and interesting experiences, if you invest the time and resources into creating something great, your brand will be rewarded.

Stella Artois is the middle of an interesting experiment which blends elements of film, theater and online to create something very different.

Black Diamond is a 1960s mystery that involves love and the theft of a priceless diamond- it gets played out online and in real London locations, where the audiences get to experience the action first hand.

As one blogger who experienced the event give us a flavor.

“Being bundled into a vintage Citroën somewhere near old street, by a man who had, seconds before, been confessing to me that “something terrible is going to happen tonight” should not be this much fun.”

You can argue from a pure marketing perspective that it’s a lot of money to reach a tiny number of people, but that’s the type of thinking that restricts creativity.

Here the client is willing to forgo that understanding that the upside of talk value and being seen and regarded as a brand innovator outweighs a meaningless CPT/CPM number.

Stella Artois Black Diamond

Ed Cotton is the Director of Strategy at BSSP, and is curious about all things relating to brands, marketing and culture. Read more at influx insights.

influx insights banner


Genetics Startup Is Working To Create A Completely Personalized, DNA-Based Range Of Products

USA Today

Marble-Like Mini-Worlds Invade Miami Art Week And Your Mobile Screen

The gallery world's sphere of influence seems to be expanding into the realm of Pokémon Go—why that's a good thing

Technology Today

A 'USB Stick' That Can Detect HIV Levels

The simple device developed at Imperial College London measures viral load in less than 30 minutes


Get PSFK's Related Report: Future of Automotive

See All
Retail Today

Crafting The Personalized Retail Experience

Marriott International's Christopher Baer shares insights into how the hospitality company is strategizing customer service

Children Today

Experience The White House In Augmented Reality Using A $1 Bill

1600 Pennsylvania Ave. is an AR app designed to help people learn about the history and significance of the United State's capital building

Travel Today

Portable Computer Monitor Opens Up Like An Umbrella For Travelers

This mobile screen and projector means work can go anywhere and still feel like working from home

Food Today

Starbucks Is Selling An Automated Temperature-Setting Mug

For those looking to keep their coffee hot on their winter commutes, the coffee chain has created a device that keeps beverages exactly at their desire temperature


Future Of Retail 2017
Transformation Strategies For Customer-First Business

PSFK Op-Ed december 2, 2016

Customer Service Expert: Why Offline Retail Has Better Data Than Online Retail

Healey Cypher, Founder and CEO of Oak Labs, shares why we should be thinking about the physical store as an e-commerce site

PSFK Labs december 1, 2016

Retail Spotlight: Home Depot Reimagines How Employees Conduct Tasks

The home improvement retailer puts the customer first by initiating local fulfillment centers and simplifying freight-to-shelf inventory management

Mobile Today

This Piece Of Plastic Is Designed To Curb Phone Addiction

The NoPhone Air from New York agency Barton F. Grafis is actually no phone at all

Retail Yesterday

Store Technology Expert: Why Retailers Must Invest In Store Associates

Jan Kotowski, Head of Product at Tulip Retail, shares his thoughts on how retailers should be preparing for the future

Product Launch Yesterday

United Airlines Launches An Updated Business Class Program

The new Polaris product prioritizes customer service and updated modern amenities

Travel Yesterday

Video Explores Complex Museum Architecture

A mini video gives a quick overview of the most beautiful cultural buildings built

Sustainability Yesterday

Smog Vacuum Turns Pollution Particulates Into Unique Jewelry

A large device was installed in Beijing that sucks up smog and compresses it into small centerpieces atop jewelry


Conference Built Around Our Report Launch

Fashion Yesterday

PSA Fashion Line Shines A Light On Victim Blaming

YWCA Canada is using fashion and sexist tweets to highlight how often we as a society blame the victim in cases of abuse

Syndicated Yesterday

What PSX 2016 Tells Us About The Modern Games Industry

Nostalgia and big brands are defining how the console market is being shaped

Financial Services Yesterday

VP: Why Messaging Apps Are Issuing In A New Era Of Commerce

Matt Johnson discusses how mobile messaging commerce is creating a different modality for interaction between retailers and consumers

No search results found.