For the last seven years the premium-priced beer, Stella Artois, has pursued a film-led promotional strategy. This was originally conceived by the Starcom Motive team. It has sponsored film seasons on television and pioneered "Stella Artois On Location"–film screenings at large public locations, such as London's Clapham Common. Each year the media team must find new and innovative ways to promote the screenings. Last year's was entirely down to the team at Starcom.