• D&AD Awards 2018
    Deadline 14 February
  • Open for Entries
  • Deadline 14 February
Enter now
  • Loading…

La Nouvelle Smooth 4%

Award: Wood Pencil

Wood Pencil / Integrated / Integrated / 2010

Stella Artois 4% was aimed at a younger, more mainstream audience than previously. It was therefore necessary to move from the ‘rural village’ setting of past ads to a new world that would appeal to these drinkers. The 60s French Riviera, with its smooth characters, was perfect for the smooth 4% lager, retaining the brand’s association with European film while updating it for a modern audience. It became the setting for hand painted posters, period smooth escapade ads and the smooth originals web films – 60s European films Hollywood have since copied. ‘La Nouvelle Smooth 4%’ campaign smashed all launch targets and turned a product benefit – smoothness – into a new brand world.

Want more access to D&AD?

Join D&AD as a Free Member and you’ll be able to view winning work, enter the Awards, download New Blood briefs and get access to even more articles and videos.

Join for free I’m already a member

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again