Stella Artois Be Legacy

Stella Artois is running “Be Legacy”, an advertising campaign celebrating its 600 year brewing heritage. Two commercials, “Sebastian Artois: the Entrepreneur” and “Isabella Artois: the Pioneer”, are inspired by historical moments of conflict, crises, and change. The Stella Artois Be Legacy campaign is designed to show case stories based on pivotal moments in the lives of Sebastian Artois and Isabella Artois, inspiring others to create their own Legacy and leave a positive mark on the world. At the end of each advert, Stella Artois will encourage consumers to answer the question: “What do you want to be remembered for?”

Stella Artois Sebastian Go Legacy

The TV advertising deliberately mixes different cinematic styles and eras, juxtaposing the old with the new to bring to life Stella Artois’ historical stories in a modern way that is relatable for people today. The Sebastian advert combines elements from old silent movies with a modern rock soundtrack, while Isabella’s story is inspired by westerns and 17th century period dramas.

Sebastian Artois: the Entrepreneur

First in the series we will launch the story of Sebastian Artois: legend reveals that Sebastian was a brewer at the Den Hoorn brewery, but he always dreamt of owning his own brewery. When the Den Hoorn brewery was put up for sale, Sebastian sold all of his worldly possessions to buy it, and it was this passion and entrepreneurship which eventually led to the creation of the Stella Artois brand that still exists today.

Isabella Artois: the Pioneer

Later in the series will be the story of Isabella Artois: whose husband, the brew master for the Artois brewery at the time, passed away. Fighting against adversity and defying all expectations, Isabella stepped up to the challenge and reclaimed her husband’s brewery. She left her mark in a world where no one expected a woman could run a brewery, and ensured that the Stella Artois name lives on today.

The Be Legacy Campaign

Todd Allen, global vice president of Stella Artois, said: “You can only have a Legacy when you leave something for the next generation to enjoy” said Todd Allen, Global Vice President of Stella Artois. “But it’s not just about fame; it’s about creating something tangible that others can appreciate. Sebastian and Isabella Artois both made decisions that had a huge impact on Stella Artois’ history and success that is still being enjoyed today. Although these events took place centuries ago, their stories show a determination and ability to break through barriers that are still very relevant and inspiring for people today.”

The new advertising campaign will accompany Stella Artois’ premium new packaging, which incorporates the story of the brand’s rich 600 year brewing heritage, traced back to the original Den Hoorn brewery in the town of Leuven, Belgium. New features of the bottle include a new elegant shape and the Stella Artois horn – a symbol of the original Den Hoorn brewery, prominently embossed for a more premium look and feel.


The Stella Artois Be Legacy campaign was developed at Mother London.

Sebastian Artois: the Entrepreneur was shot by director François Rousselet via Riff Raff Films, with executive producer Matthew Fone, producer Jane Tredget, director of photography Martin Ruhe, costume stylist Stephanie Collie. Editor was Joe Guest at Final Cut.

Post production was done at MPC, London and Bangalore, by VFX producer Amy Richardson, VFX supervisor Adam Crocker, VFX team Venu Prasath, Usama Jameel, Abdul Labeeb, Alex J., K. Gandhiraj, Mithilesh.G, Mohan Pugaz, Andreas Feix, Andrew Roberts, Edward Taylor, Mark Stannard, Petter Lindholm, Tom Harding, Leanne Goymer, Lino Khay, Charles Downman, Chloe Dawe, Alexis Williams, Jessica Gaynor and Liam Kelly, and colourist Jean-Clément Soret.

Music is “Do It Till We Get It Right” by Jamie N Commons.

Isabella Artois, The Pioneer, was directed by Alma Har’el via Epoch Films.

OOH imagery is shot by photographer Richard Burbridge.

Media planning and buying was handled by Vizeum.