Stella Artois was experiencing a decline in volume, with the brand having increasingly less relevance to 18-24 year old drinkers. Film is a known driver of preference, so Stella Artois wanted to leverage this association. ‘Studio Artois’ is the umbrella for all Stella Artois film activity.Objectives of Studio Artois:-Build awareness and engagement with SA and its association with films of genuine worth.-Establish SA as a beer of genuine worth in the eyes of our audience.-Increase SA preference, volume and loyalty amongst target audiences.