World Video | Defence | Foreign Affairs | Natural Events | Trade | NZ in World News | NZ National News Video | NZ Regional News | Search

 


Unravel the Trap and the Chalice is Yours

Stella Artois News!

STOCKHOLM, Nov. 28 /PRNewswire-AsiaNet/ --

Unravel the Trap and the Chalice is Yours

This week, Stella Artois is launching "Le Defi -- une affaire d'honneur", the second installment in their epic series of digital brand experiences.

The campaign can be found at: http://www.stellaartois.com/ledefi

At the beginning of the experience, the user is given the opportunity to challenge a friend to a duel. If the friend manages to disarm the trap, Belgian tradition requires that they be honoured with a Stella Artois at a venue of their choice.

Visitors to Le Defi find themselves in a huge room, quite possibly in an ancient castle in Belgium. The room is dominated by what appears to be a complex trap, packed with knives, cogs, needle bars and other sharp elements. The whole intricate construction seems to serve one purpose -- to protect a precious chalice of Stella Artois. There are six puzzles the user must solve to disarm the trap, all equally challenging to the mind.

"With Le Defi, we're giving our target audience a terrific reason to meet and share a chalice of Stella Artois. The cleverness of the trap and its challenges has the power to transform an everyday friendly meeting into a moment to remember," said Neil Gannon, Brand Manager of Stella Artois at InBev. "For Stella Artois it's an opportunity to get people talking about our crafted Belgian lager. Our ambition is to give people a chance to interact with Stella Artois in an engaging and personal way."

Le Defi was developed by Lowe Tesch, Lowe's digital advertising agency in Stockholm, Sweden. Lowe Tesch has been awarded two consecutive Gold Lions at Cannes.

The digital campaign was created to reach consumers in several regions including the US, Canada, Brazil, Argentine, Russia, Ukraine, Australia and New Zealand.

ENDS

Web site: http://www.stellaartois.com/ledefi

© Scoop Media

 
 
 
 
 
World Headlines

 

At The UN: Paris Climate Agreement Moves Closer To Entry Into Force

The Paris Agreement on climate change moved closer toward entering into force in 2016 as 31 more countries joined the agreement today at a special event hosted by United Nations Secretary-General Ban Ki-moon. More>>

ALSO:

Gordon Campbell: On The End Game In Spain (And Other World News)

The coverage of international news seems almost entirely dependent on a random selection of whatever some overseas news agency happens to be carrying overnight... Here are a few interesting international stories that have largely flown beneath the radar this past week. More>>

Amnesty/Human Rights Watch: Appalling Abuse, Neglect Of Refugees On Nauru

Refugees and asylum seekers on Nauru, most of whom have been held there for three years, routinely face neglect by health workers and other service providers who have been hired by the Australian government, as well as frequent unpunished assaults by local Nauruans. More>>

ALSO:

Other Australian Detention

Gordon Campbell: On The Censorship Havoc In South Africa’s State Broadcaster

Demands have included an order to staff that there should be no further negative news about the country’s President Jacob Zuma, and SABC camera operators responsible for choosing camera angles that have allegedly made the President ‘look shorter’ were to be retrained... More>>

ALSO:

Gordon Campbell: On A Bad Week For Malcolm Turnbull, And The Queen

Malcolm Turnbull’s immediate goal – mere survival – is still within his grasp... In every other respect though, this election has been a total disaster for the Liberals. More>>

ALSO:

Gordon Campbell: On Bidding Bye Bye To Boris

Boris Johnson’s exit from the contest for Conservative Party leadership supports the conspiracy theory that he never really expected the “Leave” option to win the referendum – and he has no intention now of picking up the poisoned chalice that managing the outcome will entail... More>>

ALSO:

Get More From Scoop

 
 
 
 
 
World
Search Scoop  
 
 
Powered by Vodafone
NZ independent news