Stella Artois

I spent some time at Sid Lee making all kinds of fun, scrappy projects. One of my favorites came from a tiny detail buried deep in Stella Artois’ brand archives: some people experience the beer as bitter, others as sweet.

That small insight sparked Le Savoir, a global experiential platform rooted in the science of synesthesia, developed in partnership with a real University of Oxford professor.

What followed became a global event series created alongside Cirque du Soleil and Bompas & Parr, plus a music video you could literally taste, made with The Roots.