Stella Artois' beer glass borrowers

Acknowledging that Stella Artois fans might occasionally be tempted to swipe one of their coveted glasses from a bar "by mistake", this campaign almost encourages a little thievery. 

Created by VML Chile and David New York, with fun films directed by Ivan Vescovo through Rebolucion, the integrated campaign includes the Steal Artois Collection: a fashion capsule of five exclusively designed garments created to help light-fingered lager drinkers make off with a glass or two.

Along with digital, outdoor, and print activations, there is a competition to win a garment from the capsule collection.

Camila Plass, Marketing Manager of ABInBev commented: "At Stella Artois, we are aware that the beauty of our chalice has made it an iconic object of desire. While inconvenient, we understand that ‘borrowing’ is an acknowledgement of that, so we celebrate all these lovers of beauty who, like us, could not resist the temptation to enjoy a Stella served perfectly in a chalice at home."