Stella Artois Makes Light of How Often Drinkers Steal Its Glassware

The work by David New York uses the thefts to build brand value

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Stella Artois distributes custom glassware to bars to make pours of the Belgian pilsner more distinctive, but thousands of those chalices go missing every year. Rather than fighting the thefts, the AB InBev brand celebrates them in a playful campaign by agency David New York.

“Missing Chalices” shows the branded glassware tucked into a kitchen cabinet, drying on a dish rack and finding a place at a dining room table—a journey that started with it being hidden in a jacket pocket.

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