How do you prove Stella Artois is a cool beer to the notoriously fickle New Zealand market? Link it to a cult movie with a campaign so cool it’s a complete mystery. The main objective was to recruit 300 of Auckland's key influencers to attend Stella Artois’ first ever environmental screening in NZ and spread the word. The film picked for this environmental screening was the cult classic “Fight Club”. The outcome was a mix of ambient, viral and online creative which more than achieved the impossible task of filling up an event that nobody understood!

Ambient: Bartenders were made-up to look like they had been in a fight. If you ordered a Stella, he handed over a napkin with www.fight-club.co.nz on it.Viral: The Fight Club Psychopath Screening Process was sent out in case you missed the barmen. This was the opposite of a traditional screening test, to reflect the anti-establishment nature of the film. The microsite: Consumers jumped through hoops on the site and post-site communications in order to be chosen; hence the campaign remained true to the elitism and underground cool that is Fight Club.The event: The applicants were taken to the secret location, a derelict warehouse, where the environmental screening was finally revealed.