At the Stella Artois World Draught Masters, a competition to pour the perfect pint following a strict ritual takes place; we we were asked to advise on how to re-engage the audience and take them on an immersive brand experience. We provided the full turn-key event management, design and production delivery.
Taking inspiration from 1960s French cinema, the set was designed in such a way to keep a strong brand identity whilst creating a fun and memorable backdrop to host the world Draught Masters.
Taking feedback from previous years we had the challenge of engaging an audience that were effectively being asked to watch bartenders pour pints and were losing interest. It was essential that the set and entertainment and hosts captivated the audience. We took this in to production where we built an enormous 14ft pop-up book to aid in telling the brand story and reinforcing that message.
“On behalf of the Stella Artois team, thanks for all the great effort and amazing delivery of an amazing show. To “move from an event to a show” was a massive challenge back in January, but after yesterday we are very proud of the achievement and we feel we have delivered against that challenge.”
NIK UPTON, MOTHER