Le Defi
- Brand
- Stella Artois
- Year
- 2006
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Puzzle
- Platform
- Web
- Agency
- Lowe WW
- With
- Lowe Brindfors
Objective
Stella Artois wanted to reinforce its premium positioning around Belgian heritage and a code of honor, giving drinkers an occasion to meet up and share a chalice of the beer. As brand manager Neil Gannon put it, the campaign was built to give the target audience "a reason to meet and share a chalice of Stella Artois," rolled out across markets from the US and Canada to Brazil, Russia and Australia.
Solution
The player opens on a first-person view of a great hall in an old Belgian castle, where a Stella Artois chalice sits locked inside a hulking trap of knives, gears and spiked rods. Before doing anything else, they're prompted to challenge a friend to a duel by sending an invite. From there they work through six puzzles in sequence, each one disarming a different part of the mechanism guarding the glass. Freeing the chalice wins the duel — and by the campaign's stated Belgian tradition, whoever loses owes the winner a Stella Artois at a bar of their choice.
- 1
Before starting, players on the campaign page can challenge a friend to a duel, sending the challenge ahead of the trial.
- 2
The game opens on a single scene: a vast hall in what looks like an old Belgian castle, entirely occupied by a giant trap built from knives, gears, and spiked bars, with a Stella Artois chalice locked at its center.
- 3
Players work through six puzzles of equal difficulty, in sequence, disarming one part of the trap's mechanism at a time.
- 4
Clearing all six puzzles disarms the trap and frees the chalice, completing the trial.
- 5
If the friend who was challenged is the one who disarms the trap, the friend wins the duel, and by the campaign's rules the challenger owes them a Stella Artois at a venue of the winner's choosing.
