Identifying Latinx California lifestyle moments that enrich global culture.
We had a challenge: To create an emotional connection between Latinx in California and the classic Belgian lager Stella Artois. How did we do it? Easy! By exploring deep Latinx insights and traditions that have shaped not only California lifestyle, but also the world’s. Our Art Directors and Copywriters worked hard to keep the same tone and feel of this international brand, while at the same time making the beer feel closer to our target.