Stella Artois
A Seat At The Table
For the third year in a row, we've been shortlisted in the GLASS category at Cannes with Stella Artois – this time with our platform that crowns all the initiatives from previous years, encompassing ideas that champion the presence of female chefs
in haute cuisine.
Hat trick! :)
Hat trick! :)
The creative idea behind A Seat At The Table was to create an effective and sustainable platform for gender equity in gastronomy.
The platform redefined what it means to be recognized, respected, and remembered in Brazilian gastronomy.Rather than launch a traditional campaign, we built a platform that spanned research, culinary art, social impact, media innovation, and entertainment—each initiative designed to dismantle a systemic barrier.
Uncomfortable Food turned data into protest dishes signed by 100+ women chefs. StartHer placed their creations on Michelin-level menus. Chef’s Placement inserted real chefs and their stories into Brazil’s most-watched telenovela.
The work crossed categories, disciplines, and expectations. It moved Stella Artois from sponsor to social agent—actively transforming the sector it depends on. Creative strategy and execution were inseparable: every action was born from the same purpose—shift the system, not just the story.
A Seat At The Table was executed over four years through integrated, multi-format initiatives, each designed to tackle a systemic barrier in Brazilian gastronomy.
It began with Uncomfortable Food, where 100+ female chefs created dishes based on data from Stella’s research, served in restaurants and shared through
earned and social media.
It began with Uncomfortable Food, where 100+ female chefs created dishes based on data from Stella’s research, served in restaurants and shared through
earned and social media.
A Seat at the Table achieved remarkable results across business, cultural, and industry metrics.
Key outcomes included 2 billion earned impressions, a 153% increase in restaurants purchasing Stella Artois, and a 20% rise in female chef representation in the Michelin Guide.
Restaurants led by women saw a 42% growth in reservations, and StartHer chefs directly benefited from training and visibility.
The conclusion?
In for years, we didn't just build a chair: we set a whole table.
In for years, we didn't just build a chair: we set a whole table.
CW: Júlia Calais, Igor Moura, Maria Fiuza
AD: Tiago Pinheiro, Henry Kage, Beatriz Sotero, Patrícia Kano, Sofia Collauti, Luiza Vidal
CEO: Felipe Simi
CCO: Rafael Ziggy
ECD: Erick Mendonça, Marina Cota, Rafael Alves, Alvin Shiguefuzi
CD: Nayara Lima, Isabela Marangoni
my role: concept, copywriting