Stella Artois Campaign to Make Sundance Debut
Renowned photographer Annie Leibovitz has harnessed her creative talents on behalf of Stella Artois. Leibovitz recently shot a new campaign for the iconic Belgian beer that will be formally unveiled at the 2013 Sundance Film Festival on Jan. 18.
“Annie Leibovitz’s work marries artistic genius with painstaking craftsmanship to create timeless beauty,” said Emma Fox, global marketing director, Stella Artois. “This concept is a personal one for Stella Artois. Our fans experience the beer in its finished form, but 600 years of brewing expertise helped make this possible. So we wanted to celebrate both the beauty and the craftsmanship that go into its creation.”
Stella Artois will hold a launch party to unveil the work at the Sundance Film Festival, of which it is the official beer sponsor. British actor Noah Huntley, who stars in the ad alongside Ukrainian model Tanya Ruban, will host; Leibovitz’s work will serve as the visual centerpiece of the party. Stella Artois has also engaged with a global mix of bloggers who use photography as their medium. These bloggers were asked to develop images of "timeless beauty” and their work will be displayed at Sundance.
The Annie Leibovitz campaign launch party will be one of several events Stella Artois will host this year at the Park City, Utah, film festival. From Thurs., Jan. 17, through Sun., Jan. 20, Stella Artois will host events – including press conferences for films screening at Sundance, food tastings with famed chefs and evening receptions – at three different event spaces. These include Studio Stella Artois, the Stella Artois Café and the Cutting Room.
“Sundance is the premiere destination for American and international independent filmmakers to showcase their work,” said Rick Oleshak, director, Stella Artois. “And just as the filmmakers strive to bring something new and exciting each year to the festival, everyone at Stella Artois does the same. We are excited to debut the campaign from Annie Leibovitz this year as well as some of the other new and exciting events taking place at our venues.”
From there, Leibovitz’s work will appear in GQ, Elle and Vanity Fair, beginning in February.
Stella Artois has also created an online experience. Beginning on Jan. 18, it will feature the stills from the Annie Leibovitz shoot, as well as interviews with the subjects, stylists and craftsmen behind the Leibovitz campaign.