In honor of Leap Day, February 29, Stella Artois has released a short film featuring diners who discover their time together is valuable in ways they didn’t expect: the restaurant lists their menu in minutes, noting that “Time together is the most valuable form of currency.” Created via VaynerMedia, directed by Division7’s Kris Belman and cut by Union partner/editor Sloane Klevin, the film, titled “Uncancel Plans this Leap Day,” is Stella Artois’ way of reminding us that time spent with loved ones is invaluable.
Acknowledging that canceling is easy–and too common–Stella is encouraging people to #UnCancel plans and catch up with friends and family over a beer – on the brand.
Using the Stella Leap Day Fund–a $366,000 bank of beer reserved exclusively for those who spend time together (there are 366 days in a Leap Year)–consumers can claim as much as a 24-pack of beer when sharing the film using #UnCancelPromo and tagging someone they would like to catch up with.
CreditsClient Stella Artois Agency VaynerMedia Adam Lock, group creative director; Tim Clarke, creative director; Jess Vallee, associate creative director; Chris Greer, sr. art director; Rob Sabalvaro, sr. copywriter; Alex Lao, sr. producer. Production Division7 Kris Belman, director; Patrick Milling-Smith, Brian Carmody, co-founders; David Richards, Kamila Prokop, exec producers; Alyson Latz, producer. Postproduction Union NY Sloane Klevin, editor/partner; Caryn Maclean, managing director/partner; Melissa Lubin, exec producer; Susan Motamed, sr. producer; Ryan Stacom, assistant editor; Jason Ortenberg, Flame artist; Krystle Alomar, Flame assist. Telecine Color Collective Mike Howell, colorist. Audio Wave Studios Chris Afzal, mixer.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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