During one of the biggest snow storms recently recorded in Toronto, Stella Artois has found a way to turn extreme weather into creative support. With more than 60 centimeters of snow falling in a single day, the beer brand has simulated a giant glass of Stella Artois at the intersection of York and Front Streets, in the center of the city.
Thus, as the snow fell, the mupi filled up, generating the visual illusion of a beer overflowing with foam.

The real-time activation has been developed by DraftLine, responsible for the creative concept, with Starcom in charge of media planning and Veritas managing the public relations and activation part with content creators.

Stella Artois has used the storm as an opportunity to reinforce its urban presence and generate conversation, relying on a visual simile that is easy to understand and aligned with the brand’s codes.