Artois’ new UK website Le Passage communcates the concept of 'Pass on Something Good to life' with an interactive animated film, which doubles as the navigation of the site.Throughout the film the brewmaster character passes on something good – the beer – from one scene to the next. Each scene is inspired by, and dramatises, its corresponding section of the site, such as the campaign sites “L’etranger” and “Le Courage”.The site’s target audience, male, affluent, urban, well educated premium lager drinkers in their late 20s, should feel that they have found a unique experience worthy of their precious time, and worth talking about with their friends. Authenticity and craftsmanship are as important to the brewing of the beer as it is to its advertising – this site is all about bringing the brand’s heritage and craftsmanship to life.