Hotshot consumer agency Shine Communications is retained by Belgian
lager brand Stella Artois, and promotes its Stella Screen Outdoor
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
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
Nonetheless, the photoshoot got some great coverage and the event was
actually predicted to create a ’tourist boom’ in Bristol by The Evening