May 2008

Stella Artois® dominates New York Festival’s Innovative Advertising Awards

Stella Artois® celebrated achieving new levels of excellence by winning eight out of a possible 21 Gold World Medals, including Best Consumer Targeted Website, for www.stellaartois.com at the New York Festival’s Innovative Advertising Awards.

The New York Festivals Innovative Advertising Awards recognizes the world’s best work in advertising and programming. No other campaign or brand has ever been awarded with eight Gold World Medals in one year at this celebrated awards ceremony. “We are delighted to be recognized by such a high-profile group for the site we have developed and are so proud of. This only adds to the success and feedback that we’ve seen from the online community,” commented Neil Gannon, Global Brand Manager Stella Artois. “We would like to thank the industry for recognizing Stella Artois’ vision and innovation – we think our work is one of the first steps in the future of immersive websites.”

Three aspects of the site were acclaimed in this year’s New York Festivals awards. La Bouteille, a short film created especially for the site that provides revolutionary navigation around the www.stellaartois.com and will never be seen in traditional advertising slots; Le Courage, which provides a series of challenges online to inform and entertain visitors to the way in which Stella Artois might have been made in the past; and Le Passage, an interactive narrative regarding the development of the brewery in Leuven, Belgium through history, as told by its founder.

The full list of Gold World Medals won by www.stellaartois.com are as follows:
• La Bouteille - Best Consumer-Targeted Website - Gold World Medal
• Le Courage - Beverages: Alcoholic - Gold World Medal
• Le Courage - Best Consumer-Targeted Website - Gold World Medal
• Le Courage - Best Integrated Campaign - Gold World Medal
• Le Passage - Beverages: Alcoholic - Gold World Medal
• Le Passage - Corporate Information - Gold World Medal
• Le Passage - Best Design - Gold World Medal
and
• Le Passage - Best Integrated Campaign - Gold World Medal
Lowe Worldwide created and oversaw production of the website, which was launched in September 2007. Since then, the site has experienced a tenfold increase in visitors over the previous site, with each visit average of close to six minutes, well above the industry standard of 45 seconds.


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