The Night Chauffeur - for Stella Artois
A moment of film noir come to life. I worked with AB InBev on launching its new lager brand Stella Artois Black with an immersive theatre production from Punchdrunk.
The immersive theatrical productions, set in the 1960s, took place in a variety of pubs around London - taking drinkers into a dark and mysterious storyworld. Members of the public were invited to become key players in the production and were driven from the bar by a chauffeur on a trip through the city.
The Night Chauffeur pushed the boundary of just what a product launch could be, winning industry awards and delighting consumers.
It had some great press, through partnerships with Shortlist, Dazed & Confused and Urban Junkies and through a strategic media relations campaign.