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Stella Artois Give Beautifully this Christmas

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Stella Artois is a brand that likes to go big at Christmas. This could very well be because the internationally beloved lager was first created for the holiday season as a gift to the people of Leuven in Belgium, or it could be because the origins of the brand's name is reflected by the Latin phrase for star (“Stella”). Either way, this year the brand are taking their holiday celebrations a step further with a series of TV and digital spots that focus on thoughtful, timeless Christmas gifts, with spots featuring a piano, a film camera, holiday lights and more. The twist is that all of the gifts featured in the Give Beautifully campaign are real-life gifts. Even the snow!

Stella Artois – Give beautifully – Lights (Jeff)

The series of films reveal the emotional moments when these gifts reach their intended recipients, and aim to promote the #GiveBeautifully hashtag across the world, with the films rolling out across 10 countries throughout the holiday season. The spots feature “Real people” instead of actors, with the hope that the genuine nature of the people portrayed makes the stories of loss and redemption, love and community, timeless romance and artistic beauty, ring with authenticity and warmth. The spots form part of a larger movement on the brand's part to tap into its Christmas heritage, with the films supplemented by limited edition gift-packs and a specially decorated, 750ml holiday bottle of the beer.

Stella Artois – Give Beautifully – Camera (Rachel)

Debora Koyama, global vice president at Stella Artois, said that because the beer was first created as a Christmas gift; this year they wanted to “Replicate the spirit of its origins” through “Thoughtful gift-giving.” She adds that they “Wish to invite people to pay extra care and attention to what's truly meaningful to the recipient,” and hope that the campaign “Shines a light on the art of finding a truly personal gift for loved ones.” An art indeed, a fact to which those of us who are burdened with that one friend or family member who is “Impossible to buy for” will no doubt attest. She says the brand are “Humbled to have been part of these stories and to have helped share them with the world.”

Stella Artois – Give Beautifully – Snow (Pablo)

The campaign was created by Stella Artois and the Mother agency, and features the touching stories (all featured on this very page) of tree farm owner Jeff from Portland, young documentary maker Rachel from Nashville, loving husband Pablo from Buenos Aires and pianist Maeve from London. Each last only a few minutes, but ignite a spark of deep and surprisingly moving romance, that is a world away from the cynical, dry wit usually associated with beer adverts. Yet another example of an agency and a brand using an emotional story to engage an audience and make a product seem all the more human as a result.

Stella Artois – Give Beautifully – Piano (Maeve)

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