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


DIY Kit Lets You Build Your Own Wooden Bike, Boat Or Caravan

Design & Architecture
Culture Yesterday

Messaging Add-On Helps You Correct Your Friends’ Bad Grammar

An iMessage sticker pack will help you copyedit text messages

Automotive Yesterday

Mercedes-Benz Introduces A New Electric Mobility Brand

The separate entity aims to simplify the identification of Mercedes EV products to customers


Get PSFK's Related Report: Future of Automotive

See All
Mobile Yesterday

Tinder’s New Feature Makes Swiping A Group Effort

The dating app wants to democratize its gestural interaction by buying in to the social polling trend pervasive among millennials

Related Expert

Noah Brier

Advertising Revisionist

Syndicated Yesterday

Autonomous Garbage Drone Prevents Trash From Reaching Deep Ocean

The solar-powered WasteShark collects refuse closer to the source: the harbor

Automotive Yesterday

Aston Martin Reveals Its Own Luxury Powerboat

The sleek AM37 echoes styling elements from the British brand's sports cars

Advertising Yesterday

An Escort Website Fights Violence Against Sex Workers

The advocacy campaign from McCann aims uncover the human toll of the exploitative industry


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed september 29, 2016

Digital Design Expert: Mobile First Is Dead, Think Mobile Native

Brian Cooper, chief creative officer of OLIVER Group UK, explains how some brands are still playing catch-up to new technology

PSFK Labs september 29, 2016

The 10 Steps To Discover, Hire, Develop Your Next Leader

PSFK's Future of Work report outlines key steps in the employee development path to empower next-gen leaders

Culture Yesterday

LIFE Magazine Relaunches In Pure VR

The general interest periodical, which ceased publication in 2000, has turned into a portal for virtual reality content

Mobile Yesterday

Reorder This Detox Drink With A Simple Text Message

Dirty Lemon is streamlining its communication by letting customers place orders, ask product questions and request help exclusively through chat

Op-Ed Yesterday

The Future Of The American Workforce Requires Unbundling College Education

President of JetBlue Technology Ventures: developing corporate education programs for non-traditional students

Retail Yesterday

Gilt’s Pop-Up House Is The Kind Of Store You’ll Want To Live In

The New York City townhouse plays host to the latest in retail inspiration, curation, and lifestyle activation (and some libations, too)


Future Of Work
Cultivating The Next Generation Of Leaders

Mobile Yesterday

Registering To Vote Is Now Just A Text Away

A new bot aims to mobilize underrepresented groups this election season through SMS and Facebook Messenger

Africa Yesterday

Virtual Reality Game Gives Lessons About Emergency Birth Care

LIFE is a serious tool that takes advantage of new technology to help save lives

Luxury Yesterday

Shoe Repair Has Moved Onto Your Phone

Cobbler Concierge is an on-demand service to get your footwear fixed online

No search results found.