Stella Artois taps into record snowfall with creative stunt

As Toronto was blanketed by over 60 centimetres of snow in a single storm, Stella Artois found a way to turn the extreme weather into a branded moment worth braving the cold for.

In a timely OOH activation, the beer brand unveiled a giant Stella chalice at the intersection of York and Front Streets.

As the snow fell, it filled the oversized glass, creating the illusion of frothy beer foam spilling over the top.

The activation was a collaboration between DraftLine, who led the creative, Starcom on media buying, and Veritas handling PR and influencer engagement.

While many stayed indoors, Stella proved that even a storm can be an invitation to seize the moment.

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