A homage to Stella Artois’ heritage, the site starts with an interactive drama about a man and his journey through the shadier parts of Leuven. We reached 75% of our target within the first 6 weeks. Amount of visitors since launch has increased by 900%. Research shows that the site has a greater reach than any other competitor’s. After visiting the website, brand values, likeability, consumption intention and frequency are all rated significantly higher. Significant PR coverage has been achieved as well as close to 300 blog posts about the campaign.