Stella Artois Embraces “Misplacement”

Stella Artois knows a thing or two about disappearing acts — thousands of their signature chalices vanish from bars annually, but instead of getting bent out of shape about it, the brand has chosen to embrace the act as a sign of affection. From creating “Steal Artois” clothing with secret pockets, to this latest initiative, “Missing Chalices” by DAVID New York, Stella Artois turns the spotlight on this playful habit. Print and video ads showcase the chalices finding new homes, while radio spots inspired by heist movies add a dramatic touch. If you can’t beat them, join them…and use them as a really clever ad idea!