Miami Open Goes Live With Stella Artois
THE PERFECT PLACE TO WATCH THE MATCH
The Home of the Perfect serve was the place to be at the Miami
Open, bringing together live DJs, Stella Arcade, a bespoke installation,
couch seating and a bar serving perfect pours, to create the ultimate
lounge for the Stella Community.
Tennis has historically been the game of gated communities. However, a new wave of young talent has renewed interest in the game and opened it up for cultural relevance. Our approach to the Miami Open capitalized on the future of the game, with chic-not-stuffy executions that brought the vibrant culture of Stella to life on premises.
OUR CREATIVE PROCESS
We set out to create a base for Stella’s community at the open, where large
groups could relax, take in music and watch the matches underway.
The space also served as an early announcement of Stella's partnership
with Frances Tiafoe, who stopped in for a Perfect Pour.
VISUAL IDENTITY & GRAPHICS
A visual system was created through a combination of graphic elements inspired by Stella's timeless typography, brand colors and bold iconography. These elements formed a cohesive toolkit that was used in all graphic assets, print and digital throughout the activation.
386K attended the Stella footprint over the 2 week period
20 Engraving Activations
3 Ace Counter Activations
363 Ace Giveaway claims
34 PR Placements with 100% Sentiment
50M PR Impressions
Our Influencers had 2.05M Overall Impressions