Stella installs pop-up window displays

Stella Artois is installing pop-up window displays in the next phase of its Recyclage de Luxe campaign to reposition itself as an environmental brand.

Stella Artois In store display

The pop-up window displays will be installed in London’s Shoreditch and Manchester’s Northern Quarter. The displays feature retro TVs showing New Wave films from the 1960s, and episodes of the brand’s online TV show.

Installations will also appear in foyers of independent cinemas.

The displays follow on from Stella’s online film festival in partnership with online film website The Auteurs which premiers iconic films including Jean-Luc Godard’s Vivre Sa Vie starring Anna Karina.

The Recyclage de Luxe campaign also includes an online TV show set in the 60s that aims to show how consumers can be both stylish and green. It has also launched print and outdoor adverting to support the green repositioning.

The InBev owned beer brand also launched “Send a Card, Save a Tree”, a Christmas campaign that pledged to save a tree in Argentina’s Atlantic Rainforest for every branded e-card sent from the Stella Artois website.

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