The Artois Probability

The history of Stella Artois dates back to 1366 in Leuven, Belgium. This means there is a probability that the beer portrayed in historical art pieces throughout Europe could be a Stella Artois. So, GUT Buenos Aires helped Stella Artois discover that, long before art became mainstream and advertising formed into what it is today, its beer most likely had a place at the table in the works of great artists. “The Artois Probability” focuses on the search for evidence of the presence of Stella Artois in famous paintings from Brower, Monet, Van Gogh and many others.
GUT Buenos Aires partnered with Studio Genosha to develop 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, they 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 art pieces. All masterpieces, whether of high or low probability, are now part of the campaign, hoping that people will think of Stella Artois every time they see a beer in a painting.