Very Impressive stuff for Stella Artois in Canada. I really feel bad about the fact this sort of cool things are never actually done in the land where the beer is brewed. But let’s not get into the pity-lane. This stunt is absolutely incredible. It’s a giant trap, a sort of ancient machine with a lot of elements that are all connected to each other. ‘Unravel The Trap’ is written on the socle of the installation, and that’s exactly what the digital 3D version of this trap invites you to do as well. “Le Défi” is French for “The Challenge”, and that’s the least you can say about this. Stella Artois positions itself as a luxury beer beyond the borders of this country. A highly sophisticated form of alcoholic pleasure with ancient traditions. This sort of ‘traps’ were used a lot in the old days. It has something mysterious, something enigmatic. The design was influenced by the work of sculptors Jean Tinguely and Masato Tahana, as well as 1700’s clock engineer Thomas Wright.
Here are some pictures of the ambient experience outdoor:
The installation is 5 meters high & weighs more than 2 tons, the concept kicked off at at the corner of Bloor & Avenue in Toronto, and it will “tour” other major international cities. In the middle of The Trap sits a pint of Stella…
So far for the outdoor execution. Now let’s take a look at the 3D rendered version of this ‘challenge’:
This game is a game of honour. You can challenge a friend to unravel the mystery. If he fails, tradition says he’ll have to buy you a Stella. If he succeeds, the round is on you. The game consists of many challenges, all of them require quick thinking. Time is running. Can you withstand the pressure?
Credits:
Concept development: Christina Yu, Patrick Shing and Ryan Spelliscy, Lowe Roche Toronto, Canada
Global team at the Stella Artois headquarters in Leuven, Belgium and in Canada
Designed by Lowe Roche and Jack Morton and engineered in conjunction with HBSource in London, UK
Interactive: Lowe Tesch, Sweden
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October 24, 2006 at 8:20 am
[...] The last campaign I wanted to highlight is Le Défi (The Challenge) from Stella Artois. I think it’s a great example of how you can bring online & offline together in a well integrated campaign. Coolz0r has the complete story, or just play the game! [...]