Stella Artois' New Outdoor Ads in Belgium Proudly Show Its Ads From Around the World

A salute to the brand's international flavor

Drink Stella Artois, world traveler. 

The AB InBev brand and TBWA Brussels have unveiled out-of-home ads in Stella's home country of Belgium that take pride in how beloved the beer is internationally—by showing photos of its ads from iconic international markets. 

Each "ad within an ad" identifies the original ad's location, and adds the headline: "Great Beer Travels." 

Here's how the results look. The whole series is being displayed in the city of Antwerp in Belgium: 

Client and agency scanned media plans worldwide looking for interesting Stella outdoor ads. Those ads were then used in the new outdoor ads. (Hopefully the original agencies got a cut of the media fee.) 

"Stella Artois is a Belgian beer with more than 600 years of brewing tradition. And you know how it goes with great ideas: They travel," the agency says. 

See more images from the campaign in the gallery below. 


Client: AB InBev Stella Artois
Contacts: Rob Goossens, Josse Peremans, Arnaud Hanset
Agency: TBWA\Belgium 
Creative Director: Jeroen Bostoen
Strategic Director: Kristof Janssens
Creation: Pieter Claeys, Wouter Pardaens, Roxane Schneider, David Maertens
Account Team: Jochen De Greef, Max Fauconnier, Rosemarijn Bol Raap
Design: Sébastien Bontemps, Christophe Liekens
Research: Wouter Pardaens, Yves Van Hacht
Studio: Patti Secci, Annick Cohen
Art Buyer: Elly Laureys
PR Creative: Kenn van Lijsebeth

Tim Nudd
Tim Nudd was editor in chief of the Clio Awards and editor of Muse by Clio from 2018 to 2023.

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