Belgian beer brand Stella Artois has launched an outdoor advertising campaign in Seoul that creates the illusion of transparent digital billboards to promote its new Pure Gold lager, its Korean distributor Oriental Brewery said Tuesday.
Instead of conventional graphics, the ads replicate the windows and exterior walls of the buildings behind the screens, making the displays appear to disappear into their surroundings. A large 3D image of Pure Gold stands out against the re-created facades, putting the product at the center of attention.
The campaign is running from Oct. 1 to 31 at Shinsegae Department Store's main branch in Myeong-dong and the K-pop Square billboard at Coex in Samseong-dong, both in Seoul.
Pure Gold is a sugar-free, gluten-free premium lager with 4.2 percent alcohol by volume, according to the brewer. Its packaging features minimalist graphics and gold accents, reflecting the product's name.
"We focused on the counterintuitive idea of removing elements from the advertisement rather than filling a large billboard with elaborate visuals," a Stella Artois brand manager said. "By leaving only the product on a medium capable of displaying so much, we wanted to communicate the brand's core message as directly as possible."
To accompany the campaign, Stella Artois launched a limited-edition package on Oct. 15 featuring eight 500-milliliter cans and a specially designed chalice. The set is available through convenience store smart-order services, DailyShot and KakaoTalk Gifts.
Pure Gold is sold in 330- and 500-milliliter cans and 500-milliliter bottles. The canned versions are available at major supermarkets and convenience stores nationwide, while bottled products are initially being distributed to premium restaurants in the Seoul metropolitan area, with plans for broader distribution.
yejinlim@heraldcorp.com
