“The Wait for Water” - Stella Artois (U.S) & Water.org

Just in time for the Super Bowl, Stella Artois has partnered with Water.org and released a digital campaign to promote an initiative undertaken by the beer brand to help provide clean water in developing countries.

The campaign features popular actor and Water.org co-founder Matt Damon, highlighting the way we take access to clean water for granted and channeling the hard-hitting fact than many people in developing countries have to wait anywhere up to 6 hours a time to access a small portion of clean water.

Both the Super Bowl ad and the Facebook video extensions rely on emotional appeal and evoke feelings of empathy from the audience through the ads "walk in the shoes of someone without water" direction. The ability to endorse an emotive as well as the originality of the initiative is what makes the content so captivating and effective.

The objective of the digital campaign is to promote the program where Stella promises to donate money to provide clean water in developing countries/areas when people buy their products for a limited time, as well as offer limited edition chalice glasses where each chalice purchase saw Stella donate the sum of five years of clean water to Water.org's initiative.

The campaign also more broadly aims to raise awareness of the issue and promote public involvement in its resolve, as well as respectively evoke a sense of compassion associated with the Stella brand.

The above video earned 7.6 million views and 72,000 share on Facebook.

You can further view the initiative at https://water.org/stellaartois/

You can also read more about the campaign on:

Adage @ https://adage.com/videos/stella-artois-taps/1449

&

AdWeek @ https://www.adweek.com/creativity/a-month-by-month-look-at-the-most-engaging-brand-content-on-social-media-in-2018/