“Le Cinema Anonime” was the first in a series of special projects developed by Lowe & Partners for Stella Artois and was created as a teasing campaign for the launch of “Le Club” platform. The communication campaign has as central piece the platform www.stellaartois.ro, developed to become a brand site and also a connoisseurs’ club.
Carried over a period of two weeks, the campaign brought an anonymous cinema by the pool. To such a call, only true “connoisseurs’” could respond.
This was precisely the objective of the brand, so those who participated became “founding” members of “Le Club”.