Stella Artois Encourages Beer Lovers To 'Steal'

Belgian beer Stella Artois has decided that theft is an intriguing premise for a campaign.

Created by VML Chile and David New York, the integrated campaign "Steal Artois" is promoting petty pilfering. The brand understands its glasses are taken from bars on occasion — so it's decided to own the reality.

Stella Artois doesn't judge its fans. Instead, it's launching the Steal Artois Collection: five exclusively designed garments, created to capture attention — and store the occasional souvenir.

"At Stella Artois we are innate admirers of beauty, and as such, we are aware that the beauty of our chalice has made it an iconic object of desire. While inconvenient, we understand that 'borrowing' is an acknowledgement of that, so we can only celebrate and recognize all these lovers of beauty who, like us, could not resist the temptation to enjoy a Stella served perfectly in a chalice at home," says Camila Plass, marketing manager of ABInBev.



The campaign consists of digital, outdoor and print primarily in Latin America, but anyone in the world can apply for the garments.

Enter to win at The apparel, geared to the light-fingered among us, has a sole purpose: enjoy the perfection of a Stella glass at home.

"Each year, Stella Artois chalices mysteriously disappear from bars, an unacceptable yet somewhat understandable reality due to their beauty. It was an insight that inspired us to reflect it through outdoor and print pieces, along with parallel social media activations encouraging people to 'confess their crime' by sharing a pic of a chalice they have borrowed," said Andre Toledo, CCO David New York.

David New York's work includes Burger King, Activision, Corona and Nike. VML Chile counts Coca-Cola, Hellman's and Augmental among its clients.

Stella Artois is owned by Anheuser-Busch InBev.

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