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Category
Craft / Photography
Annual ID
OS26_PT009S
Background
Behind this campaign is Stella Artois’ commercial ambition to become the #1 draft beer in the world within the premium category. While the brand has long been positioned as a superior choice, known for its distinctive taste, rich heritage and elevated price point, the business opportunity now lies in winning the real moment of truth: the order at the bar. In a highly competitive space where mainstream brands dominate mental availability, top of mind awareness at the point of decision is business critical.
In 2024, Stella Artois set out to redefine what it means to be a premium lager. Instead of relying on price alone to communicate status, the brand shifted toward emotional value, connecting with the kinds of social moments that feel genuinely worth more. ‘Claustrobars’ is the latest expression of the ‘Worth More’ brand platform.
While many lager brands lean on glossy lifestyles and idealised imagery, we grounded Stella in something more authentic. A familiar moment, captured in a fresh way. The perfect serve in the Stella glass became the visual and strategic focal point of the campaign, representing both the reward and the emotional payoff.
To succeed, the work needed to resonate globally, from London and New York to Santiago and Rio. It had to tap into an immediate, familiar and culturally relevant moment, while still being premium, memorable and built to win attention exactly where it matters most, at the bar.
In 2024, Stella Artois set out to redefine what it means to be a premium lager. Instead of relying on price alone to communicate status, the brand shifted toward emotional value, connecting with the kinds of social moments that feel genuinely worth more. ‘Claustrobars’ is the latest expression of the ‘Worth More’ brand platform.
While many lager brands lean on glossy lifestyles and idealised imagery, we grounded Stella in something more authentic. A familiar moment, captured in a fresh way. The perfect serve in the Stella glass became the visual and strategic focal point of the campaign, representing both the reward and the emotional payoff.
To succeed, the work needed to resonate globally, from London and New York to Santiago and Rio. It had to tap into an immediate, familiar and culturally relevant moment, while still being premium, memorable and built to win attention exactly where it matters most, at the bar.
Creative Idea
‘Claustrobars’ cut through glossy category conventions and connected Stella Artois to memorable, relatable shared experiences that are ‘Worth It’.
The idea was born from the tension between personal space and the energy of vibrant nightlife. In the world’s busiest cities, personal space is a valuable commodity, yet we willingly sacrifice it for the buzz of shared moments.
The creative challenge was to depict a potentially negative experience — overcrowded bars — in a relatable and resonant way. Through tightly composed, cinematic photography, we captured the essence of sacrifice and reward: the squeeze, the pint, and the emotional payoff.
In doing so, the campaign reconnected Stella with modern social behaviour, building long-term relevance through human truth and establishing a distinctive brand world. It proved that some sacrifices, like personal space, are worth it for that first sip.
The idea was born from the tension between personal space and the energy of vibrant nightlife. In the world’s busiest cities, personal space is a valuable commodity, yet we willingly sacrifice it for the buzz of shared moments.
The creative challenge was to depict a potentially negative experience — overcrowded bars — in a relatable and resonant way. Through tightly composed, cinematic photography, we captured the essence of sacrifice and reward: the squeeze, the pint, and the emotional payoff.
In doing so, the campaign reconnected Stella with modern social behaviour, building long-term relevance through human truth and establishing a distinctive brand world. It proved that some sacrifices, like personal space, are worth it for that first sip.
Insights & Strategy
The job was to help Stella Artois win the commercial moment that matters most: the order at the bar. As part of the global platform “A Taste Worth More,” the brand had to move beyond signals of quality and price to build emotional salience through lived, social moments.
Our insight came from a simple, universal human behaviour. In busy cities, people value personal space; yet in bars, gigs and events they often give it up. We accept the squeeze, noise and discomfort because the shared experience at the end is worth it. That emotional trade-off is instantly recognisable and widely shared.
This created an opportunity. Instead of aspirational imagery like most beer ads, Stella Artois could root itself in a truthful, slightly uncomfortable but warmly familiar moment. By reframing overcrowding as proof of a night worth showing up for, the brand could dramatise sacrifice and reward in a modern, human way.
This aimed to boost salience in on-trade contexts, linking Stella to the emotional payoff and expressing premiumness through emotional value and social reward, not status.
Print and OOH were chosen because they allow a single crafted frame to hold tension and story. The work needed to be instantly understood, globally relatable, and visually distinctive without heavy copy.
By turning a common frustration into a shared joke and a visual metaphor, we made Stella Artois feel culturally in tune, emotionally relevant and meaningfully worth more.
Our insight came from a simple, universal human behaviour. In busy cities, people value personal space; yet in bars, gigs and events they often give it up. We accept the squeeze, noise and discomfort because the shared experience at the end is worth it. That emotional trade-off is instantly recognisable and widely shared.
This created an opportunity. Instead of aspirational imagery like most beer ads, Stella Artois could root itself in a truthful, slightly uncomfortable but warmly familiar moment. By reframing overcrowding as proof of a night worth showing up for, the brand could dramatise sacrifice and reward in a modern, human way.
This aimed to boost salience in on-trade contexts, linking Stella to the emotional payoff and expressing premiumness through emotional value and social reward, not status.
Print and OOH were chosen because they allow a single crafted frame to hold tension and story. The work needed to be instantly understood, globally relatable, and visually distinctive without heavy copy.
By turning a common frustration into a shared joke and a visual metaphor, we made Stella Artois feel culturally in tune, emotionally relevant and meaningfully worth more.
Execution
Claustrobars' execution was built on restraint, precision and emotional realism. Every craft decision helped viewers feel the physical and emotional tension of a crowded bar, while keeping the Stella Artois chalice as the visual and emotional focal point.
Photography used tightly framed compositions, painterly lighting and shallow depth to compress space and heighten closeness. Scenes choreographed bodies, arms and glassware to create natural visual pressure around the hero drinker. Casting prioritized authentic, expressive faces over stylised beer archetypes, letting subtle reactions carry the story. Details such as condensation, flushed skin and glass highlights were captured to preserve texture. Retouching was minimal to preserve truth.
Branding was disciplined and confident. No external logo beyond the chalice mark. The line “Worth it” appeared small and understated, placed to feel discovered. This gave the work a premium, self-assured tone and trusted the audience to complete the thought.
Media placement was part of the idea. The work appeared in print and OOH near busy bars and nightlife, plus commuter papers on the way into city centres. The message met people in the same social context, increasing relevance and memorability.
The tone balanced humour and beauty. The situations are recognisable and slightly uncomfortable, yet emotionally warm. No exaggeration or gimmicks, just a familiar social truth captured with cinematic care. Craft and placement combined to make a simple idea feel distinctive, premium and culturally embedded.
Photography used tightly framed compositions, painterly lighting and shallow depth to compress space and heighten closeness. Scenes choreographed bodies, arms and glassware to create natural visual pressure around the hero drinker. Casting prioritized authentic, expressive faces over stylised beer archetypes, letting subtle reactions carry the story. Details such as condensation, flushed skin and glass highlights were captured to preserve texture. Retouching was minimal to preserve truth.
Branding was disciplined and confident. No external logo beyond the chalice mark. The line “Worth it” appeared small and understated, placed to feel discovered. This gave the work a premium, self-assured tone and trusted the audience to complete the thought.
Media placement was part of the idea. The work appeared in print and OOH near busy bars and nightlife, plus commuter papers on the way into city centres. The message met people in the same social context, increasing relevance and memorability.
The tone balanced humour and beauty. The situations are recognisable and slightly uncomfortable, yet emotionally warm. No exaggeration or gimmicks, just a familiar social truth captured with cinematic care. Craft and placement combined to make a simple idea feel distinctive, premium and culturally embedded.
Results
Since launch, Claustrobars has delivered signals across reach, engagement and brand response. In the first seven days the campaign generated over 3.5 million organic impressions—driven by press, social sharing and industry talk—and recorded 100% positive sentiment, 43% above the AB InBev benchmark, indicating resonance with consumers and creatives.
The campaign drew trade and journalist coverage across major titles, amplifying reach without paid media and positioning the work as a standout moment. This visibility extended exposure beyond planned placements.
Beyond metrics, the campaign has influenced brand perception and creative direction, reframing Stella Artois’ sacrifice platform into a relatable expression rooted in real social behaviour. Internal teams see it as a scalable territory for future trade-off executions that feel worthy.
While longer-term data are gathered, early indicators show Claustrobars delivering on its objective to build salience at the moment of choice and renew emotional relevance for Stella Artois in the premium beer category.
2026 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Grey / London
Client / Brand
AB InBev / New York
Production Company
Ale Burest Studios / Buenos Aires
Chief Marketing Officer
Daniel Wakswaser
Chief Strategy Officer
Tarek Sioufi
Director
Mariana Dedivitis
Global Chief Creative Officer
Gabriel Schmitt
Group Creative Director
Aaron McGurk
Christopher Lapham
Photographer
Ale Burset
Producer
Ariel Aru
Executive Producer
Marcela Moracci
Global Creative Partner
Diego Medvedocky
Global Group Creative Director
Alvaro Soto
CEO
Conrad Persons
Connections Manager
Poala Jordan
Director, Media – PSP & Craft
Samantha Danziger
EVP, Global Account Director
Mercedes Campos
Gaffer
Jeronimo Prieto
Global Account Supervisor
Riley Morris
Global Craft Partner
Costanza Rossi
Global Creative Production Partner
Emiliano Alvarenga
Global Head of Creative Management
Emma Tonetti
Global Marketing Director
Andre Amaral
Global Reputation Director
Florencia Kessler
Head of Creative Operations
James McNichol
Head of Global Strategies
Raig Adolfo
Head of Regional Media
Andrew Gelbrand
Location Manager
Martin Gomez
Managing Director
Jonny Tennant Price
Marketing Creativity Director
Lucas Chiapineli
Marketing Director
Camila Plass Lehmann
Marketing Premium Director
Cinthia Klumpp
Operations
Connor Lewis
Photo Assist
Karim Fortunato
Planning & Performance Manager
Miguel Alves de Jesus
Post Production
Diego Speroni
Premium Brands Manager
Mathias Buchner Andler
Production Assist
Ariana Suarez
Reputation & PR Management
Carolina Garrido
Senior Creative Manager
Catrina Ramos
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