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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:

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.


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