Stella Artois created a hypnotic zoetrope of 384 beer glasses for its latest commercial showcasing its Buy A Lady A Drink campaign, a collaboration with Water.org to provide people in the developing world with clean water. In this PSA, Matt Damon (on behalf of Water.org) stands by the zoetrope and reinforces the point that clean water can make so much difference to the daily lives of women in developing nations.
A film of the zoetrope, directed by Bob Partington and Tim Brown of 1stAveMachine via agency Mother London, first focuses our eyes on the tower of spinning Stella "chalices" in a pristine white room; the idea is that Stella sells the glasses to raise money for installing water pumps. It then animates a story (via painted figures stuck onto the glasses) about how access to clean water can enable a woman to grow and sell produce, get an education and even go out dancing. Creating this effect took hours of intricate handmade artistry -- the aim was to get the zoetrope to "tell a fluid story" that would act as a "three dimensional filp book."