Stella Artois Asked AI to Identify the Beer Choices of Characters in Famous Masterpieces

It looks like Van Gogh, Monet and Brueghel advertised Stella Artois. The Stella Artois brewery managed to seamlessly combine art and technology in its new advertising campaign. They asked the neural network to analyze the famous masterpieces and determine with what probability Stella Artois beer is depicted there.

In this way, they emphasize the history of the brand: the first Stella Artois brewery was opened back in 1326, and the Stella Artois logo is the oldest in the world, so the people in the pictures really could drink beer of this brand.

"We developed an algorithm that analyzed each painting, and, based on variables such as the year when it was painted, geographical location, the type of glass, and the color of the liquid, we cross-referenced that data with the brand's extensive historical records, resulting in a percentage that indicates with a probability the presence of a Stella Artois in those paintings," enthuses Haroldo Moreira, copywriter at Buenos Aires-based agency GUT, on LinkedIn.

The Artois Probability campaign was undertaken in partnership with The Buenos Aires Museo de Bellas, which hosted an exhibition of analyzed paintings, allowing visitors to search for Stella in the paintings using their phones.

The resulting campaign, created in partnership with the Bellas Artes Museum, and dubbed "The Artois Probability", yielded a series of print ads and outdoor billboards for the time-honoured beer. The Bellas Artes Museum also hosted an exhibition featuring the analyzed paintings and providing visitors with the opportunity to search for Stella Artois within the paintings using their phones.