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STELLA ARTOIS BLACK DIAMOND

Stella Artois challenged us to come up with a non-traditional way of impacting their discerning Stella Artois Black drinkers with a campaign that didn’t include traditional media and could earn lots or organic PR. In true Mother fashion we came up with The Black Diamond, a sell-out immersive theatre show in partnership with pioneer theatre company Punch Drunk. 

The immersive show ran for two months in the summer of 2011 in London and told the story of a cursed stolen diamond and a romantic pursue.  The play was essentially a Noir film set in the romantic world of sixties New Wave Cinema, but happing in real life, with scenes unfolding across several locations in East London, as the audience followed the jewel’s journey on site or through a special micro-site developed by Unit 9. 

The Black Diamond quickly became a sell-out show being featured in Time Out London, The Guardian, Fast Company and Le Book and helped consolidate Stella Artois Black as one of the key specialty premium beers in the crowded UK market.