Cannes Lions

BEER

LOWE BRINDFORS, Stockholm / STELLA ARTOIS / 2008

Film

Overview

Entries

Credits

Overview

Description

Stella Artois challenges you to overcome the fears and myths that prevailed in 1366, whilst collecting the finest ingredients to brew the perfect beer. To communicate Stella Artois' heritage of authenticity and craftsmanship, with brewing traditions dating back to 1366. To make our audience feel that it's a unique brand experience worthy of their precious time and engagement, we want them to acquire an expanded set of positive associations connected to the brand.Shortcut to end of game; finish one challenge to view ending sequence:http://www.stellaartois.com/lecourage/quick.php

Execution

The media strategy was to create positive word of mouth online – to secure recommendations from influential people in our audience.A small group of 'super influencers' were invited to get an exclusive site preview.These bloggers were sent a special invitation pack containing limited edition posters & beer coasters.

This activity was followed by showing the movie trailer for Le Courage on digital outdoor screens in Times Square, New York. The next phase of the campaign included showing the movie trailer in cinema theatres and using the print ads in magazines and outdoor billboards.

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