This campaign was the result of a long and demanding pitch process, which we won with an idea that felt so organic and so deeply connected to the brand that it was impossible to ignore.
Stella Artois is a Belgian beer originally created as a seasonal brew to accompany year-end festivities in its hometown of Leuven, Belgium. To connect this holiday tradition with the Belgian heritage that still exists—almost hidden—in Asunción, we brought back to life one of the iconic trams originally built in Belgium, which ran through the city’s streets from the 19th century until the mid 20th century. The goal was not only to restore a historical object, but also to create one final symbolic journey: a gastronomic route through some of the most important spots in Paraguay’s capital.
At the time, we had no idea how challenging it would be to bring it to life.
I was responsible for the creative concept, creative direction, and graphic design.
The few trams we were able to find were in extremely poor condition, making their restoration nearly impossible. In the end, we found three that retained a stronger structure and decided to begin working on their restoration.
The process was long and complex, from finding a local workshop willing to take on the project to lifting and transporting the eight tons that each carriage weighed.
In the end, we made it happen. After many challenges and learnings, we rescued these historic Belgian trams from abandonment, brought their engines back to life, and created a gastronomic and historical journey through the streets they once traveled. People were able to reserve seats and enjoy dishes that fused Guaraní and European cuisine, paired with Stella Artois, experiencing the nostalgia of a mode of transport we hope will one day have another chance.
Unfortunately, a significant part of the material documenting the restoration process was lost, but here you can get a sense of what the project was and how it came to life visually.
