Stella at Oscars
Where: WarnerMedia
My role: Concept, Strategy, Copy
Main results: 7000 chalices were sold
in the first hours of the campaign
It's not easy (nor cheap) to be an Academy Awards Sponsor. So, Stella Artois decided to associate with Oscars in a trick and engaging way
(without spending any extra bucks and withing the boundaries of the Awards).
CONTEXT
That year (2019), Stella promoted in Brazil a global social impact campaign, ‘Buy a Lady a Drink’, that aimed provide clean water to women from developing countries.
For each purchase of a Limited-Edition Chalice, Stella Artois donated 5 years of clean water.
SOLUTION
The Trick: Taking advantage of the Oscar's broadcast, Stella Artois devised a twist: every time someone mentioned the word "Water," the company would also contribute 5 years of clean water.
But why would someone say water during the awards?
Because that year, the front-runner for multiple Oscars categories was The Shape of Water,
guaranteeing that the word "Water" would resonate throughout the ceremony.
HOW IT GONE
THE RESULTS
327 times mentioned on transmission = 1635 years
of CLEAR water.
2500 comments with the word water on TNT's live.7000 chalices were sold in the first hours of the campaign.
AND THE OSCARS GOES TO…
O top it off, The Shape of Water has won the most important award of the night: Best Picture.
(1 more chalice to count)
Watch the case study (only in Portuguese).
Credits: Helio Marques + Thiago Higashi + Luciana Medeiros + Angela Bassichetti + CP+B Brazil