To highlight Stella Artois's sponsorship of the Cannes film festival we created a character, Jacques d'Azur, a highflying legend of the Cannes Festival for over 60 years - the king of Cannes.Then we killed him.News that Jacques had left his weekend in Cannes to an unknown heir was spread, online, TV and posters with the message that the search for an heir was on. All stories directed people to a website where Jacques' will reading could be watched. Using Facebook connect, users were placed in the film as the unknown heir.