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Marketing News: Stella Artois Debuts Online Film Festival – And brings it to life in shopfronts around the UKNews Release from:
RealWire December 14, 2009 – LONDON – Reinforcing the idea that you can be stylish and green at the same time, Stella Artois is taking recycling to a chic new level, breathing new life into some of the best-loved classic Continental films from the 1960s by premiering them online in a week-long Recyclage de Luxe Online Film Festival in partnership with cult film website The Auteurs.
The Recyclage de Luxe film festival will be hosted by The Auteurs online at www.theauteurs.com/stellaartois and features landmark French New Wave films from 1959 and the 1960s. This is the first time these films have ever been shown online, let alone shown for free online. A different classic film will be shown each day from December 15th; films being shown include François Truffaut’s The 400 Blows and Jules and Jim, and Jean-Luc Godard’s Vivre Sa Vie starring his wife and muse Anna Karina as well as Lola; Masculin, Feminin; La Jetee and Hiroshima Mon Amour. To bring the Recyclage de Luxe Online Film Festival to life offline, Stella Artois will be installing banks of authentic 1960s TVs in shop fronts in Shoreditch, London, and the Northern Quarter, Manchester, to recapture the wonder and awe of the early television sets for sale. The screens will play episodes from Le Recyclage de Luxe show as well as clips from the films featured in the Recyclage de Luxe Online Film Festival. The installations go live on Friday December 11th for one week only, and will also include installations strategically placed in the foyers of independent cinemas across the country. About the Stella Artois Recyclage de Luxe Show The show consists of a sequence of eight episodes through which Alain and his exclusive guests show that being green and stylish need not be incompatible, right down to the musical attraction, Florence et la Machine, playing their newly recycled release 'You've got the love'.Set in 1960’s Europe, Recyclage de Luxe is an ode to vintage fashion and eco chic. The online show is yet another pioneering step from Stella Artois, highlighting the brand’s commitment to doing the right thing by taking care of the environment in a chic way.
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Set in 1960’s Europe, Recyclage de Luxe is an ode to vintage fashion and eco chic with the goal of communicating the brand’s belief that if we all take small steps to look after Mother Nature, the future can be beautiful. It was first brought to life in the brand’s billboard ads but has most recently been borne out in a pioneering online 1960s variety show, Le Recyclage de Luxe show, fronted by the effervescent Alain de Monde, founder of the Recyclage de Luxe movement. 