Wednesday, March 25, 2009

Smooth Orginals

As part of Stella Artois' campaign promoting a new 4% strength beer, the brand has created a series of short films satirising contemporary and popular US TV shows and movies.

The Stella Artois 4% Smooth Originals website features titles such as "8 Kilometres", "Dial Hard" and "24 Hours", bringing to viewers the "true original" stories, before they were tainted by Hollywood. Nice supporting elements such as the original movie posters and other downloads are also available on the site.

Each spot directs users to the Stella Artois website where they can watch extended versions of the clips. Contagious Magazine also reports that the campaign will extend to takeovers of popular web portals such as MSN and GQ.

The campaign illustrates how content can be best used to attract consumers to interact with your brand - and how entertainment and a sense of value-add for the end user is so much more important than taking your brand too seriously.

Via: Contagious Magazine