Stella Artois’ owned series, Port de Stella, is a destination in major US markets where the vibrancy of Europe’s most popular port cities is brought to life through music, style, and internationally-inspired cuisine.
Featuring co-collaborations with popular music acts, trendsetters of style, and culinary stars, this year we invite people to savor life together and discover a new, European-inspired way of living that celebrates the Life Artois
Stay tuned for Port De Stella’s next stops to a city near you. #PortdeStella
Role: Creative, Sr. Copywriter, Ideation, Onsite Production
Media Coverage: NY TIMES, AdWeek, TheDrum, Forbes and many more.
Ask: Anheuser-Busch was looking to connect with the Hispanic market in an authentic way. And as we know, nothing brings the Hispanic community together more than a good reventón (party)! So we did just that!
Idea: Anheuser-Busch Reventón De Verano became summer’s most explosive virtual festival featuring a star-studded line-up that celebrated Hispanic culture, music and community.
The festival consisted of 6 A-List performers paired with 6 AB-INVEV brands (Stella Artois, Bud Light Seltzer, Estrella Jalisco, Michelob Puro Oro and President). Each performance had an individually crafted concept designed to hero the brand and the artist. On launch day, we threw a viewing party in Miami hosted by Lele Pons and AJ Ramos.
Leading up to the event, we built an integrated campaign, from trade to radio to social and beyond, in both English and Spanish to drive people to the virtual fest and stock up for the show.
Role: Creative Lead, Copywriter Support (Spanish / English)
Awards/Recognitions:
Adweek’s 2022 Experiential Awards | Best Event in Support of Diversity, Equity and Inclusion
Reggie Awards | Bronze - Experiential Marketing (Virtual Event)
Digiday | Best Multi-Channel Content Strategy
AI has introduced endless possibilities for media targeting and search marketing. To celebrate the best of search in Canada, Google x Mosaic created an immersive dinner ceremony that recognized marketers and agencies for finding innovative ways to drive meaningful business impact through AI-powered Search marketing strategies.
Awards:
Ex Awards - Silver Finalist
We can all agree that the 2016 Elections were kinda crazy, and for Puerto Rico where politics are considered a national sport, it was no exception. With 6 candidates running for office things got a bit out of control. Fortunately we all knew the reality was that they were campaigning while hungry. That's why we decided to help the candidates from making a scene by Casting a Snickers.
During the final debate, and for the first time ever, a brand makes it's way into the podium to remind the candidates to be in their best behavior. Meanwhile we started a Facebook Live, where the electorate could vote on which candidate was in most need of a Snickers.
The response was overwhelming, reaching over 1.8 million people out of the 2.1 million unique Puerto Rican Facebook users. Raised TV Ratings by 8.4 points and over 7.5k in free publicity. In the end it passed down in history as The Snickers Debate
Creative Role: Strategy, Ideation, Copywriting and Content Production
AWARDS:
Festival of Media LATAM
Gold for Best Use of Traditional Media
Silver for Creative Use of Media
Festival Cúspide
Silver for Best Use of Media Integration
Bronze for Best Use of Social: Community Management
Bronze for Best Use of Social: Real-Time Response
Stella Sessions@Home is a virtual experience unlike any other, treating viewers to cooking demonstrations on IGTV that enabled them to create restaurant quality dishes from the comfort of home, with celebrity guests including Eva Longoria, Marcus Samuelsson and Jeff Mauro.
This, on top of Stella Artois’ charitable efforts with The James Beard Foundation and Tables for Tomorrow, drew in more than 10 million viewers and counting.
This a snapchat of some content that was developed.
Role: Copywriting, Art Direction, Creative Lead
Awards:
Pro Awards // Silver - Best Post-Covid Campaign
When set with the challenge of localizing the newest Snickers Symptoms Campaign to Puerto Rico's local market, we saw an opportunity to give the brand more relevance than ever. Puerto Ricans are famously careless, which in turn, make us be subject to many public mistakes. But more than making those mistakes, what we really love is pointing out when the fail is someone else's.
That's why we decided to take the new campaign for a twist in our social media and make it the voice of Puerto Ricans everywhere. Every time we heard someone had made a public mistake we would be ready with a real-time reaction, branding them a custom Snickers Symptom to ail their hunger. Clearly the culprit behind their fail.
The strategy was a huge success. We were able to reach over 1 million users and increased our fan base 56% compared to the previous year. We also dominated the market with over 113k interactions compared to 21k of the competition, while growing our Relevance Reach 70%.
Creative Role: Strategy, Ideation, Copywriting and Content Production
MEDIA RECOGNITION & AWARDS
Media recognition:
Caribbean Business
Media Scoop
Huffington Post
Awards:
MARS Heroes Demand (MCCA Region)
Best in Communication Snickers Real-Time Symptoms Campaign
SME Marketing Summit
Excellence in Marketing Award for Snickers Hungry Community
Real-Time Marketing Award for Snickers Hungry Community
Festival Cúspide
Bronze for Best in National Market: Business & Communication Results Snickers Symptoms
Bronze for Use of Co-Creation & User Generated Content Snickers Symptoms
In August 2020, Sports were finally back, but not as we imagined. Fans only allowed to cheer on from home kept them far away from the stands and delicious stadium bites.
Stella Artois, a beer that believes in meaningful connections over food, decided to deliver to fans what they craved the most on game day: a foodie stadium experience, Stella Stadium Bites
What started as an earned media idea with the NFL New York Giants quickly evolved into Stella’s sports program for 2021. We delivered the re-launch of Stella Stadium Bites for the Super Bowl in partnership with premium home-cooking kit Blue Apron and legendary alumni Eli Manning & Victor Cruz. Now that’s a touchdown!
Role: Creative Lead, Copywriter Support
Awards:
Pro Awards 2021
Gold - Best Sports Sponsorship or Tie-in
Bronze - Best Culinary or Spirits Promo
Bronze - Best Kit
It is Upfront season, and YouTube Canada wanted an interesting way to showcase the power of the premium content found on the platform to capture our media marketer’s attention.
Presenting: YouTube Features, a B2B event platform that immerses attendees into the diverse lineup of channels, creators and community that are only featured on YT.
For YouTube Features: Sports we transformed a brewery into the world of the vertical. As attendees arrived, Toronto Raptors own DJ4Korners set mood as they made their way to their court side seats to catch the ultimate match up.
During the “game”, attendees witnessed 7x grand slam champion Venus Williams take on a new challenge: her latest channel launch, checked out trick shot Content Creators, Dude Perfect perform a demo, and listened to pioneers taking sports entertainment to the next level.
To celebrate this win of an event, attendees sipped on custom cocktails and opened up their official team locker for a special gift inside to take home.
Not only did these attendees make the Team, but also left with a new set of tips & tricks to make every media campaign, a winning play.
Thanks for joining! 123, let’s go!
Nothing brings people closer together than when you start with a Stella over a meal with the ones you love. Frites Artois is a 3 week Wynwood pop-up in Miami. Stella Artois is invited guests to add a little flavor to the simple things in life by upgrading classic fries to pomme frites through a unique brand-owned dining experience.
We showcased a range of tasty collaborations featuring notable local chefs and tastemakers in art, music and style for guest to discover and celebrate, while sharing the beautiful fusions of flavor and culture, together, in The Life Artois.
Role: Creative Lead, Copy
Outdoor dining has become a lifeline for Chicagoans, but as colder, fall weather approaches, bars and restaurants struggle to keep doors open.
To help the restaurant community stay open during winter and provide consumers a warm-safe haven, Stella invites Chicago to “Dine Together, Apart” in a cozy and artful experience in support of the Illinois Restaurant Association.
Media coverage: Eater Chicago, Chicago Tribune, Timeout Chicago and many more.
Role: Creative Lead, Copywriting
Awards:
Creative X
Best scale & adapt idea for Stella Artois
Pro Awards
Silver - Best Buzz
Bronze - Best Outdoor Campaign
Q. How does a Puerto Rican beer brand become relevant during a fútbol tournament that it’s not even participating in?
A. El Gallo Gurú.
A Content/Experiential Campaign developed for the 2014 World Cup games, El Gallo Gurú. The character would predict each outcome of the game, and for each one he got right, an extended happy hour was awarded to consumers at key accounts. During each game we also made live takeovers on Twitter and Facebook to keep our current and 20K new fans engaged. 24 videos later, some could argue, but el Gallo Gurú became the real MVP of the World Cup games in Puerto Rico.
Creative Role: Ideation, Copywriting, Content Creation and Production
3 new premiums rums. 1 XM platform: BACARDÍ RUM ROOM
Rum was viewed as a party drink, not as a mature spirit. Therefore, when it came launch BACARDÍ’s new premium rum portfolio, Cuatro, Ocho and Diez, culture and education became the core pillars in our strategy.
The BACARDÍ RUM ROOM is a platform that allows consumers to experience our rum’s personality, flavor and story.
Role: Creative Direction, Copywriting, Art Direction
Media Recognitions:
BizBash, RESPECT, Event Marketer
Creative Role: Copywriting, Ideation and Onsite Creative Production
"Las Justas" is the largest college sporting event in Puerto Rico hosted in a small town in Ponce. Even though this a cheerful experience, the hosting city isn’t equipped to offer a roof for the thousands of students that visit for the weekend, and as a result, many are left stranded on the streets or sleeping in their cars.
For the 2014 games, Medalla Light decided to do something about it by launching the Medalla Light College Dorm. To score a room, students had engage on our social media channels and purchase beers at key accounts to gain points. The more points you had, the more chance you had to win.
Lucky winners were able to stay at our dorm decked out with beer memorabilia and ongoing VIP experiences.
Creative Role: Ideation and Copywriting
Awards:
Festival Cúspide
Bronze for Best Promotion Medalla Light Dorm
In 2016, Pepsi reintroduced its famous “Joy of Cola” anthem, and each region was challenged to produce its own take on it. In a week, Puerto Rico’s twist on the iconic jingle received over 1 million views.
Creative Role: Ideation, Copywriting (Script)
Medalla Light is the #1 local beer in Puerto Rico. For years it was known as a party brand, but it in 2015 it was time for change. Our main task was to turn the current brand's identity into a local icon. To achieve this, we developed content that celebrated who we are.
Creative Role: Ideation, Copywriting (Script) and Content Production
Awards:
FIP (Festival Iberoamericano de Promociones & Eventos)
Silver for Content Marketing Campaigns for Brands and/or Companies of Products of Mass Consumption Medalla Light (documentary series)
