Oaxaca x Stella Artois - tornus.agency

Oaxaca x Stella

Artois:

Strategy cobranding and audiovisual production

Artois: strategy

cobranding and

audiovisual

production

SERVICES

CREATIVITY

PRODUCTION

LOCATION

OAXACA,
MEXICO

CLIENT

STELLA ARTOIS,
GLOBAL

Context: Stella Artois embarked on the evolution of its digital series ‘Tourists of Taste’, seeking to reinvent the art of traveling through flavor with a focus documentary film. This transformation took us to the culinary heart of Mexico: Oaxaca, a place full of tradition and modernity. With total creative freedom As part of the Stella Global team, we work to capture not only the essence of Oaxaca but also the genuine conversations between friends, the perfect symbiosis between a delicious dish and a Stella Artois, highlighting the culinary journey as a comprehensive experience that unites culture, friendship and flavor.

Context:
Stella Artois embarked on the evolution of its digital series ‘Tourists of Taste’,
seeking to reinvent the art of traveling through flavor with a focus
documentary film. This transformation took us to the culinary heart of Mexico:
Oaxaca, a place full of tradition and modernity. With total creative freedom
As part of the Stella Global team, we work to capture not only the
essence of Oaxaca but also the genuine conversations between friends, the
perfect symbiosis between a delicious dish and a Stella Artois, highlighting the
culinary journey as a comprehensive experience that unites culture, friendship and flavor.

Cobranding with Destination: With the objective of raising audiovisual quality and scope of the production, Tornus managed an Alliance between Stella Artois and the Oaxaca Tourist Office, joining the visión of the brand to highlight the culinary capital in its series “Tourists of Taste” with the promotional objectives of the destination that seeks to position the rich gastronomic offer and unique cultural essence of the city. This strategic alliance facilitated the shared financing and the efficient management of permits, optimizing resources and maximizing the impact of the campaign, establishing a model of cooperation that benefits both the brand and the tourist destination.

Oaxaca as Protagonist: The campaign was designed so that Oaxaca, its cuisine and its people were the protagonists, capturing the essence of the city during the Day of the Dead, its festivities and traditions, its colonial architecture of the historic and indigenous center in Monte Albán, and the social life of their people. Recording was prioritized during the Golden Hour, during sunrises and sunsets, to generate a warm atmosphere of Oaxaca, highlighting its beauty and inviting character.

Cobranding with Destination: With the objective of raising audiovisual quality and scope of the production, Tornus managed an alliance between Stella Artois and the Oaxaca Tourist Office, joining the vision of the brand to highlight the culinary capital in its series “Tourists of Taste” with the promotional objectives of the destination that seeks to position the rich gastronomic offer and unique cultural essence of the city. This strategic alliance facilitated the shared financing and the efficient management of permits, optimizing resources and maximizing the impact of the campaign, establishing a model of cooperation that benefits both the brand and the tourist destination.

Premium Chef and Restaurant Selection: We chose restaurants that have made the 50 Best list in Latin America, along with award-winning chefs who, in addition to cooking, also participate as diners. This choice ensures a premium culinary experience, in line with the Stella Artois brand, and underlines the integration between haute cuisine and the shared experience of the table.

Premium Selection of Chefs and Restaurants:
We chose restaurants distinguished in the list
50 Best in Latin America, along with award-winning chefs
who, in addition to cooking, participate
as diners. This choice ensures a
premium dining experience, in line with the
Stella Artois brand, and underlines the integration between the
haute cuisine and the shared dining experience.

Cultural Relevance: Each selected restaurant reflects a unique aspect of Oaxaca’s culture, from its diversity to its innovation and respect for traditions. This strategy seeks to offer a dining experience that celebrates both the food and the rich local culture.

Diverse Cast: The strategy incorporates a cast composed of emerging artists from different disciplines, such as urban art and music. These artists contribute anecdotes and stories that reveal their personal connection to art, Oaxaca and its gastronomy, adding human depth to the narrative of the episode.

Diverse Cast: The strategy incorporates a
cast composed of emerging artists from
different disciplines, such as urban art and
music. These artists contribute anecdotes and
stories that reveal their personal connection to
art, Oaxaca and its gastronomy, adding
human depth to the episode’s narrative.