Stella Artois the famous Belgian beer did a great campaign in New York. Ritual Project is a 21day painting project in SoHo New York, several artists create a 20 by 50 foot (6×15 metres) hand painted billboard.
The painters on the project, from Sky High Murals, come from a variety of artistic backgrounds, from grafitti or illustration to fine arts.



They want to create a stop frame painted guide covering the traditional pour of the drink.
There are 9-steps to pouring a Stella Artois. To pour it perfectly, you must master all of them.

1. The purification: rince your glass in water
2. The sacrifice: let the first drops of beer spill (in other words, don’t put them in your glass)
3. The liquid alchemy: hold your glass slightly sideways and let the flow of beer do its work
4. The crown: hold your glass straight in order to create a nice crown of foam
5. The removal: take the glas away from the flow without spilling the last drops in the glass
6. The beheading: remove the excessive foam with a knife in only one stroke
7. The judgement: judge your work
8. The cleansing: clean the ouside of the glas in water
9. The bestowal: finish the glass and present it

Here you can see a video of these 9 steps

After the jump you can see more pictures of the paintings. There are also 3 video’s where you can see the evolution of the wall, it’s definitely worth watching them.

Company: Stella Artois
Agency: Mother, New York
Country: USA

These two commercials that were made for truTV are hilarious. Just watch for yourself.

Company: truTV
Agency: Mother, New York
Country: USA