Clemenger BBDO Melbourne, TLA, PHD, Clemenger Activation and 3 Degrees Marketing have created an on-site artist studio at the tennis.
To celebrate Stella Artois’ inaugural year as the official beer partner of the Australian Open, CUB and partners Clemenger BBDO Melbourne, TLA, PHD, Clemenger Activation and 3 Degrees Marketing have created The Life Artois – Captured Live, an on-site artist studio, which sees an artwork created each day representing the good life at the Australian Open.
“The Life Artois is our new creative platform and a celebration of the good life. As the official beer partner of the Australian Open, we felt ‘The Life Artois – Captured Live’ was the perfect meeting point of our two brands and ambitions," Stella Artois brand manager Verity Jackson says.
Inspired by photos taken and shared by fans, the four artists who were chosen from the four Grand Slam nations; Timothy Hunt (UK), Marylou Faure (France), Cari Vander Yacht (US) and Beci Orpin (AU), created a work depicting The Life Artois.
Upon completion, the artwork is printed and hung in the ever-growing gallery.
The image is then reformatted and distributed across social and OOH as well as a limited number of prints being available for fans, with the original prints being auctioned at the end of the Australian Open to raise funds for bushfire relief.
“Capturing the romance and joy of the Open on a daily basis may seem like a whimsical notion, but the reality is something else entirely," Clemenger BBDO Melbourne executive creative director Evan Roberts says.
"It continues to be a demanding task that requires a collaborative effort between client and multiple creative partners, thanks to all who are helping bring it to life.”
The Life Artois – Captured Live is supported across media executions that showcase new dynamic opportunities within traditional media spaces and amplify the idea beyond the physical experience of the tournament.
The integrated campaign includes TV, daily OOH, street murals, social, digital, on-premise, packaging and PR.
“We’re continuously looking at how we can make the leap in the way we use media," PHD group planning director Frank Curcio says.
"Creating The Life Artois – Captured Live street gallery allows people who haven’t attended the Australian Open to experience the look and feel of the tournament through the brand’s ethos of creating art, not ads, something that aligns with its strong European heritage.”
Lead agency: Clemenger BBDO Melbourne
Media agency: PHD
Activation and on-site experience: TLA
Shopper: Clemenger Activation
PR & Influencer: 3 Degrees Marketing
CUB Global Brands Director: Emily Griffifths
Stella Artois Brand Manager: Verity Jackson
Stella Artois Assistant Brand Manager: Sophia O’Beirne