New York Fashion Week is just around the corner (Sept. 6), and Stella Artois wants people to pay attention to the designs, not their mobile devices, so it’s offering up ‘Les Haute Pockets’ for easy stashing.
The Anheuser–Busch InBev owned beer brand is encouraging fashionistas to put down their phones and enjoy the runway scene through a new, playful digital video asset intended to help remind attendees to pocket their distractions and enjoy the moment.
The creative highlights an innovative fashion collection that features fashionable pockets, perfect for stowing cell phones to be fully present and keep hands free for mingling and enjoying Stella Artois. It’s treated as half-PSA and half fashion piece. It opens by asking if your phone is keeping you away from enjoying the moment, then offers a “haute way to put it away.” It then becomes a fashion show, with an old tailor offering up ‘haute pockets.’
The cheeky runway show features stone-faced models walking with Stella chalices, stashing their phones into strategically placed pockets. It then shows you where your pockets are – on pants, blazers, blouses, bathrobes, and ridiculous looking balaclavas. The not so subtle hint is that you need to put away your phone and enjoy life and the fashion shows so you don’t miss something.
“Technology plays a huge role in our everyday lives and frequently impacts how we experience a moment in time,” said Harry Lewis, vice president, Stella Artois. “Haute Pockets is one way Stella Artois is playfully reminding people to set aside distractions and be present so that they are able to savour life’s simple pleasures. While we know that real time content capture and social sharing is something native to events like New York Fashion Week, we’re hoping to inspire attendees to take a moment and put down their phone in order to really savour all of the unique experiences fashion week has to offer.”
This video, by Mother New York, is an extension of ‘Joie de Bière,’ the brand’s recent campaign that illustrates how much more enjoyable life can be when you savour the moment.
The digital video and static ads will come to life through contextualised advertising that will be running on Stella Artois’ channels, Hearst online and digital platforms, as well as OOH displays in New York (including bus wraps and NYC Link ads).
Source: The Drum