— PROJECT NAME
Stella Artois x Transformer Table
— ROLE
Creative Direction
Art Direction
Stella Artois is a brand built on celebrating moments of beauty around the table. But since 2020, the combination of a work from home lifestyle paired with a scarcity of space in urban communities has left many Canadians struggling to create designated spaces for work and life, making it a challenge to disconnect from work and savour their 5-9.
To help Canadians reclaim their dining space, we partnered with Transformer Table to create a table that seamlessly transforms from work to life. The Savouring Table is a one-of-a-kind piece that transforms from a desk into a 6 seating dining table in mere seconds. Intentionally designed to be your small space solution, physically ‘flip’ from your 9-5 work life, to savouring meals with loved ones in your 5-9.
We launched the campaign with an integrated media strategy, leveraging social media, influencers, PR, OOH and a 3 day stunt activation to get the word out.
Case Study
Hero Launch Video
Social Teaser
Prior to our launch stunt, we posted a series of teasers on social speaking to the lack of space in urban communities and alluding to our solution.
Stunt Teaser
We created a box roughly the size of a Toronto condo and invited passersby to guess what was inside.
Stunt Teaser Post
We also invited fans on social to guess what was inside for their chance to win.
Stunt Activation
After a few days of teasing our collab, we opened the box to reveal our table in a showroom, designed to show the work and life functionality.
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Lifestyle Photography
Social
Fit for format content designed to highlight features of the table and drive conversation.
Influencer Strategy
We leveraged influencers from the interior design space to help showcase the table features and inspire potential buyers with the endless possibilities, even within small spaces.
83M
True Impressions
+$4.7M
in sales
100%
Positive/Neutral Social Sentiment
& 6K social mentions (to date!)