Here are a few print ads from Stella Artois, the well loved Belgian beer brand who has initiated a campaign, in their words, a few small things through which they hope to make for a Better World, both socially and ecologically. The campaign was designed by "Mother London" and they've come up with a campaign vehicle that would enable Stella Artois to communicate these small steps and encourage consumers to take action themselves.Mother has developed a central idea for Stella Artois Eco: Recyclage de Luxe – the idea that you can be green and stylish at the same time. The people who believe in Recyclage de Luxe know protecting the environment is crucial but also realise it does not need to be at the detriment of elegance. Set in 1960s Europe, Recyclage de Luxe is an ode to vintage fashion and sassy sustainability.
Then in September, came their Hedge Fund campaign: stylish 1960s bankers shown with their invention, the original Hedge Fund - one that cared about growing hedges, not investing in financial deals
The above print ad is titled Aluminium, which of course they use for their cans. It’s lightweight (keeping down the environmental effect of transport), recyclable, and most importantly is tough enough to protect your Stella Artois from brewery to fridge until you can pour it in a Chalice glass to enjoy. Interestingly, they use about 50% recycled aluminium in their cans and are trying to increase this figure.
As part of an industrial recycling scheme, you can now throw your Stella Artois standard cardboard packaging into the food waste collection bin along with your garden and food waste - safe in the knowledge that it won’t release lots of strange substances into the nice compost that will be harmful to the environment.
The Stella Artois bottles are made from, on average, 75% recycled glass, above the industry standard of 71%!
The paper and cardboard point of sales material used by Stella Artois is made from 100% recycled paper.Their corrugated packs are also made from 100% recycled material.
Here's a video ad related to the campaign