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.
Credits
Client 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.
How do you top one of the most viral brand videos ever made? Spoiler alert: you can’t. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical “Club” that people would love to join while showcasing Dollar Shave Club’s products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOT’s 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this “Welcome to the Club” spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
“The Club” campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.