White Can - Stella Artois

Wimbledon is the world’s most prestigious tennis tournament.
Tradition is everything, and brand presence is kept to a minimum.
How could Stella Artois stand out against sponsors like Ralph Lauren & Rolex in this environment?
There are unwritten rules in Sport Marketing Design, be louder, be bigger, put the logo everywhere.
But Wimbledon has written rules – and one of them is unmistakable all white dress code.
Instead of trying to stand out – we designed to belong!
Introducing: Dressed for Wimbledon
We scarified 700 years of our own design for the Wimbledon Dress Code and designed 148 limited‑edition white cans cans.
They were spotted with sporting and Wimbledon legends including Andre Agassi – who famously resisted tradition in the past.
By fitting in we couldn’t help but stand out!
1,1 Billion Impressions, 4,6 Million Engagement and 99% positive sentiment
For the first time ever earning the #1 Share of Engagement of all sponsors – surpassing Ralph Lauren & Rolex
Proving that some traditions are worth more!