Stella Artois Wet Paint
Stella Artois Africa
Issue 58 | March 2021
Agency
King James Group
Creative Team
Executive Creative Director Graeme Jenner Art Director Lauren Mitchell Writer Skhumbuzo Tuswa
Production Team
Artists Baba Tjeko, Curious, Lauren Bench Film Production team Silver Bullet Locally made benches Pedersen + Lennard Clients Approvals Sifiso Pule, Marsha Kumire Other Media Vizeum PR CSA
Date
December 2020
Background
South Africans experienced some of the harshest lockdown regulations in the world, so when restrictions were eased in late 2020, many were too quick to fall back into old habits. Stella Artois recognised that while people don’t always appreciate rules, they do appreciate art.
Idea
Two renowned South African artists created bench installations that encouraged social distancing. Eight original artworks were made and painted onto the middle of the benches located in some of the busiest public spaces in the country. People’s unconscious change in behaviour was captured on film and shared as a friendly reminder to stay apart even as South Africa came together.
Results
Over 1.7 million views on YouTube. 5 million South Africans reached.
43% View Through Rate (benchmark = 34%) 26 Pieces of PR Coverage.
Our Thoughts
If you’re interested in the psychology of human behaviour and what prompts people to make decisions without thinking what they are doing (as in this great example from South Africa) then here is a shameless plug for 42Courses.com’s online learning course about behavioural Economics (https:// www.42courses.com/courses/behaviouraleconomics).
You’ll discover how you too can get people to do what you want without them ever knowing what you’re up to.