Lager and skateboards seems an inventive capsule collection collaboration but that’s what the design and marketing team at Stella Artois USA have done when it teamed up with Palace Skateboards to create a joint collection called ‘Savour Life Together’.
The clothing and accessories collection and campaign, developed in harness with MPC Creative, is led by a laid back hero online video.
The main film is supported by a pair of teasers and all footage was shot and produced by Palace’s production agency MPC Creative during a full London lockdown.
The spot follows Palace professional skateboard rider Lucien Clarke who visits the Palace London shop and soon discovers all is not as it seems.
After riding through the genuine Palace London store Clarke is confronted by a strange unseen barrier and when he breaks through he finds a Stella Artois pub filled with other Palace pro riders, friends and its very own barmen.
All the pub goers are, of course, dressed in Palace x Stella gear and the discerning skater/drinker gear launched globally on 19 February 2021.
The video also features a nod to the familiar Stella Artois advertising soundtrack – complete with English subtitles.
Described by the supporting PR copy, the initiative sees Stella Artois and Palace Skateboards align to offer a fresh take on 600 years of flavour.
The limited-edition line of beer/skater streetwear includes a design motif based on a twist on the signature Stella Chalice.
The creative aims to drive viewers to the collaboration website to learn more at www.stellaartois.com/palaceartois and to subscribe to the lager brand’s YouTube channel.
MPC Creative Head Of Live Action Johnny Blick said: “It all added time and expense and we had 100% negative cases on the shoot. We coordinated & performed over 80 covid tests for all of our freelance London crew, talent & external suppliers over a 5-day pre-production period during full lockdown. The logistics were mind boggling but we overcame the challenge.”
While his colleague and Head of Creative Development Richard Skinner added: “There were exactly 7.4 easier ways to make this same film, but we like to suffer for our art and the client REALLY wanted to have a pub in their shop. Rightly so, as it’s adds a well-earned layer of connection and social excitement for their customers who have been lucky enough to have visited their store. So, if any future client says “Hey, can you build a pub in my shop so we can fill it with skaters drinking Stella, please?” We know the answer.
The campaign was creative for Palace Skateboards & Stella Artois USA by an MPC team which included Creative Stuart Tanju, Executive Producer James Niklasson, Producers Johnny Blick and Richard Skinner, Production Manager Thomas Green, Director Stuart Tanju and Cinematographer Gerry Vasbenter.
The editor was Ben Crook of Zed, the sound designer was Jonny Platt of Wave Studios, with Art Director Mikey Hollywood, VFX Producer Solomon Tigah, Colourist Matthieu Toullet, the 2D supervisor was Kamen Markov and the GFX Lead was Adam Roche.
Comment:
This somewhat leftfield collaboration sees Stella continue to reposition around younger and more creative consumer groups and rolls out on the heels of Stella Artois’ recent NFL partnership Super Bowl LV activation and its Adidas-Juventus tie-up.
But do these varied activations and sports-related marketing campaigns have linked synergy with one another and with the brand?
To us the tone of the creative feels a little more classic Palace than Stella.
But, oh, sigh, to be back in a pub.…what a wonderful thought.
Links:
Stella Artois
Palace Skateboards
https://www.palaceskateboards.com/
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