Oaxaca x Stella Artois
México
THROUGH ITS CULINARY TRADITIONS
AND AUTHENTIC HUMAN
CONNECTIONS.
2023
Conversations, culture, and the
flavors of Oaxaca
culture, and the flavors of Oaxaca
Stella Artois embarked on the evolution of its digital series ‘Tourists of Taste’, seeking to reinvent the art of
traveling through flavor with a documentary approach. This transformation took us to the culinary heart of
Mexico: Oaxaca, a place rich in both tradition and modernity. With full creative freedom granted by Stella’s
Global team, we set out to capture not only the essence of Oaxaca but also the genuine conversations
among friends, the perfect symbiosis between a delicious dish and a Stella Artois, highlighting the culinary
journey as a holistic experience that brings together culture, friendship, and flavor.
Stella Artois embarked on the evolution of its digital series ‘Tourists of Taste’, seeking to reinvent the art of traveling through flavor with a documentary approach. This transformation took us to the culinary heart of Mexico: Oaxaca, a place rich in both tradition and modernity. With full creative freedom granted by Stella’s Global team, we set out to capture not only the essence of Oaxaca but also the genuine conversations among friends, the perfect symbiosis between a delicious dish and a Stella Artois, highlighting the culinary journey as a holistic experience that brings together culture, friendship, and flavor.
Co-branding
with the
Destination
Co-branding with the Destination
With the goal of elevating the audiovisual quality and reach of the production, Tornus facilitated an alliance between Stella Artois and the Oaxaca Tourism Office, merging the brand’s vision of showcasing the culinary capital in its ‘Tourists of Taste’ series with the destination’s promotional objectives of positioning the city’s rich gastronomic offerings and unique cultural essence.
This strategic partnership enabled shared financing and streamlined permit management, optimizing resources and maximizing the campaign’s impact, while establishing a model of collaboration that benefits both the brand and the destination.
With the goal of elevating the audiovisual
quality and reach of the production,
Tornus facilitated an alliance between
Stella Artois and the Oaxaca Tourism
Office, merging the brand’s vision of
showcasing the culinary capital in its
‘Tourists of Taste’ series with the
destination’s promotional objectives of
positioning the city’s rich gastronomic
offerings and unique cultural essence.
This strategic partnership enabled shared
financing and streamlined permit
management, optimizing resources and
maximizing the campaign’s impact, while
establishing a model of collaboration that
benefits both the brand and the destination.
Oaxaca as
Protagonist
Oaxaca as Protagonist
The campaign was designed for Oaxaca,
its cuisine and its people, to take center
stage, capturing the city’s essence
during Día de Muertos, its festivities and
traditions, its colonial architecture in the
historic center and indigenous heritage at
Monte Albán, as well as the social life of
its people. Filming was prioritized during
Golden Hour, at sunrise and sunset, to
create a warm atmosphere of Oaxaca,
highlighting its beauty and inviting
character.
Premium Selection of
Chefs and
Restaurants
Premium
Selection of
Chefs and
Restaurants
We chose distinguished restaurants
featured on Latin America’s 50 Best list,
along with award-winning chefs who,
beyond cooking, also took part as diners.
This selection ensures a premium culinary
experience aligned with the Stella Artois
brand, while underscoring the integration
of haute cuisine with the shared
experience of the table.
Cultural Relevance
Cultural
Relevance
Each selected restaurant reflects a
unique aspect of Oaxaca’s culture —
from its diversity to its innovation and
respect for tradition. This strategy aims to
offer a gastronomic experience that
celebrates both the cuisine and the
richness of the local culture.
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