La première! In honor of the Cannes Film Festival, Stella Artois wanted to do something special, and along with Ukrainian design agency BBDO they decided that it wouldn’t just be the films telling the stories at Cannes.
“This is something wider, than ordinary limited edition beer packaging. Let us introduce you to packvertising — concept, where story and design finally meet each other. Story is what Stella Artois stands for. And traditionally Stella Artois supports Cannes Film Festival. So we show a story that happened somewhere in Cannes in 4 parts — a part for each can. Accidents, unexpected twists, chase, drama, beautiful women, a kiss at the end and even a helicopter — well, it’s almost a film on cans, actually. But no more words — meet Cannes cans and enjoy Stella Artois.”
Each can (or volume) features a small scene, and the consumer gets to decide what it truly means. For example, the first can could be seen as an absurd accident or a fatal coincidence, and by making the story a bit of a “choose your own adventure” book, it becomes enjoyably interactive.
