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Stella Artois Exudes 60’s Chic in Online TV Show

24 November 2009 - Reinforcing the idea that you can be stylish and green at the same time, Stella Artois, the world famous Belgian beer is paying homage to the inherently stylish continental 1960’s through a unique online TV show now live on YouTube.

The Recyclage de Luxe theme that first appeared in the brand’s billboard ads earlier this year is borne out in an online variety show fronted by the effervescent Alain de Monde, founder of the Recyclage de Luxe movement. The show consists of a sequence of eight episodes through which Alain and his exclusive guests show that being green and stylish need not be incompatible, right down to the musical attraction, Florence et la Machine, playing their newly recycled release 'You've got the love'.

Set in 1960’s Europe, Recyclage de Luxe is an ode to vintage fashion and eco chic. The online show is yet another pioneering step from Stella Artois, highlighting the brand’s commitment to doing the right thing by taking care of the environment in a chic way.

The new Stella Artois campaign is supported by an innovative media plan, including:

Digital amplification on social networking sites such as http://www.facebook.com/ where 50% of target males will view it within the first week of launch;
‘Spotify’ takeovers with video and radio links;
GQ and FHM partnerships;
Metro cover wrap;
An exclusive bloggers’ outreach programme, which included delivery of a luxurious three-course retro chic TV dinner to 200 bloggers on launch day;
Press and digital Out of Home campaign to support the on-line activity.

It’s eco, it’s chic, it’s Le Recyclage de Luxe Show.

Watch it at www.youtube.com/stellaartois