eCard challenge to save one million Atlantic Rainforest trees this Christmas
7 December 2009 - LONDON - Stella Artois® is launching a pioneering digital campaign building on its heritage as a premium beer originally crafted for Christmas. The name Stella Artois pays tribute to this unique history: "Stella" means star in Latin, for the iconic Christmas star, and "Artois" for Sebastian Artois, the Belgian master brewer who created the beer.
The "Send a Card, Save a Tree" campaign offers consumers around the world the opportunity to send a free, augmented reality Christmas eCard. In celebration of every eCard sent, Stella Artois® has partnered with the World Land Trust to secure the future of the critically endangered Atlantic Rainforest, with the goal of saving one million trees before Christmas Day, representing one million eCards sent.
The campaign is the latest in a program of new, pioneering environmental initiatives Stella Artois® has launched over the past 12 months, including the very successful Hedge Fund campaign, and the hit online TV programme, Le Recyclage de Luxe show.
The "Send a Card, Save a Tree" campaign carries on the brand's commitment to taking small steps to protect the environment, in this case helping to save threatened Atlantic Rainforest trees, one of the most endangered habitats in the world. Working with leading global environmental organisation the World Land Trust, www.worldlandtrust.org the campaign aims to save one million trees located in Argentina's Misiones Province in a vital land bridge connecting two national parks in neighbouring Brazil and Paraguay.
Creating maximum seasonal wow-factor, Stella Artois® commissioned leading agency Bright Spark Digital to create a cutting edge 3D "augmented reality" Christmas eCard for the campaign. The Stella Artois® eCard can be sent from www.stellartois.com and can be personalised with a message from the sender to the recipient.
Augmented reality is a pioneering new technology that allows images to spring to life in 3D from a seemingly blank surface when viewed through a web camera. The Stella Artois® eCard will reveal stunning interactive seasonal imagery, providing recipients with a truly engaging experience.
Andreas Hilger, Marketing Director InBev UK comments: "As the beer originally crafted for Christmas, Stella Artois has a unique heritage linking it to this special time of year. We're proud to be working together with the World Land Trust to preserve one million trees this Christmas. It's just another way Stella Artois is engaging consumers with the message that we can all take small steps to improving the environment."
"This is a fun and engaging way for consumers to experience our brand, while doing something positive for the environment" Hilger concluded.
The Send a Card, Save a Tree campaign will be supported with TV, digital and out-of-home advertising throughout December, as well as special Christmas packaging in-store.
Progress of the campaign will be tracked via a sustainably sourced Christmas tree which will light up in stages for each 100,000 trees saved until the goal of one million eCards sent, and one million trees saved is achieved. The tree is located in the "Winter Wonderland" in London's Hyde Park, and can be viewed remotely by consumers around the globe via webcam at www.stellaartois.com.
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For further information please contact Limelight PR:
Sarah Knowles (email@example.com / 0207 201 0600; 0753 067 9863)
Drew Field (Drew@limelightpr.co.uk / 0207 201 0600; 07545 482 531)
Patrick Barrett (firstname.lastname@example.org 0207 201 0600; 07714 096 802)
For further information from the World Land Trust please contact:
Emma Beckett (email@example.com 07984 462201)
Notes to Editors:
Stella Artois® is part of a Belgian brewing tradition dating back to 1366. It is the number one Belgian beer in the world and is present in over 80 countries. Stella Artois® is a bottom filtered, blonde pilsner. It is thirst quenching with a malty middle and crisp finish delivering a full flavour and a hint of bitterness. Stella Artois® is best enjoyed served between 3 and 5 degree Celsius and should be served in the unique Stella Artois® Chalice Glass according to the 9 Step Pouring Ritual to guarantee a perfect experience of this gold standard lager.
About Augmented Reality:
Augmented reality (AR) is a term for a live direct or indirect view of a physical real-world environment whose elements are merged with (or augmented by) virtual computer generated imagery – creating a mixed reality. Augmented reality therefore allows images to spring to 3D life from a seemingly blank surface when viewed through a web camera.
About the World Land Trust:
The World Land Trust is a UK registered charity which was established in 1989. Over the past 20 years it has helped purchase and protect over 400,000 acres of tropical forests and other threatened habitats that would have been lost had they not been able to step in with urgent funding. Its Patrons include Sir David Attenborough.
About the Misiones Atlantic Rainforest:
The Atlantic Rainforest of South America, with its high concentration of endemic species at severe risk from habitat destruction, is one of the most threatened rainforests in the world and a top global conservation priority. The Atlantic Forest originally stretched southwards through Uruguay, inland over the Misiones Provence of Argentina and in to Paraguay covering over 1 million square kilometres. But over the past fifty years, loss of habitat has accelerated dramatically and the original forests have been reduced less than 7% of their original extent as a result of logging for timber and forest clearance for agriculture (in particular tobacco and pine) and urbanisation. The treats to the remaining Atlantic Forest continue, putting a wealth of biodiversity at risk of extinction.
About Bright Spark Digital:
Bright Spark Digital is a no-nonsense creative agency that delivers compelling and hard-working brand experiences in the digital world. Working across the digital spectrum, we offer front and back end design and development, social media strategy and execution, usability, web analytics and online marketing.
Our team has experience working with multi-national companies, professional partnerships and small start-up businesses. We offer the same levels of service no matter how large or small the company.
We work closely with our clients to understand their objectives; together we plan their strategy then design, develop and deliver solutions that really work for them.