Stella Artois promotes its Screen Tour

Stella Artois, the beer brand whose advertising takes its cue from big-screen blockbusters, is unveiling a new print initiative to promote the Stella Artois Screen Tour.

The campaign, which is due to appear in the UK and Irish national press from the end of the month, represents the debut work by Lowe for the annual event, which screens classic films in unusual but appropriate locations.

Now in its fourth season, the Screen Tour is aimed at dedicated movie fans. Tour organisers say the screenings give a sense of excitement that could never occur in a cinema.

The films lined up include Raging Bull, which will be shown in York Hall Boxing Club, and The Hunt for Red October aboard a Russian submarine.

Outdoor events will include the screening of Quadrophenia on Brighton beach and Master and Commander in Greenwich Park.

Each ad features an usher's torch lighting the viewer's way to their seat.

The type of seat dramatises the link between the film and the location - a stool in a boxing ring, the pilot's seat in a submarine and a deck chair on a beach.

All six ads were written by Diccon Driver, art directed by Alan Wilson and shot by the South African photographer Frank Herholdt. Media planning is by Starcom Motive.

Damon Collins, the Lowe executive creative director, said: "We've aimed to reproduce the same quality of execution and high production values in these tactical print ads as you'd find in Stella Artois' TV blockbusters. They are, after all, in the campaign's DNA."

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