DIARY: Shine gets a head start on the Stella Screen Tour

Hotshot consumer agency Shine Communications is retained by Belgian lager brand Stella Artois, and promotes its Stella Screen Outdoor Tour.

Hotshot consumer agency Shine Communications is retained by Belgian

lager brand Stella Artois, and promotes its Stella Screen Outdoor

Tour.



Against years of received wisdom about children, animals and the

advisability of working with them, it was decided to promote this tour

using a horse for a photoshoot in Bristol’s Queen Square. This was in

keeping with the theme of the first film to be screened, headless

horseman drama Sleepy Hollow.



According to Graham Drew, the account manager who had the ’brainwave’

for the shoot, things pretty much went predictably wrong.



Firstly, the horsebox got lost, and was 45 minutes late. Granted this

wasn’t actually the horse’s fault - but it did go on to eat a large

bunch of pansies out of a border.



Secondly, the horse, with the less-than spooky name Yo-Yo, had a Naomi

Campbell moment and refused to pose by a horse statue. Eventually, Yo-Yo

opted for the drinking fountain - he had to be lured back by rustling

newspaper.



As if soothing equine tantrums weren’t enough, a group of students

interrupted the shoot, by pulling their jumpers over their heads and

running around in the background ’headless’. Drew was also mobbed by a

group of kids who refused to leave him in peace until they too were

photographed.



Nonetheless, the photoshoot got some great coverage and the event was

actually predicted to create a ’tourist boom’ in Bristol by The Evening

Post.



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