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It's funny. Yesterday for Hennesy X.O., executive creative director Alexander Kalchev of DDB Paris critiqued the premium spirits sector for its "clichés of success" and "dusty heritage stories."
Now, Stella Artois may not be premium (despite the chalice), but what we've got here is a play on both the success cliché and the heritage story—except that, far from dusty, it's energetic and super-fun.
"Be Legacy," a campaign that kicked off last week, will explore different moments of the Belgian beer brand's history.
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