If you want a Stella Artois, you have to pay a price. This thought is the foundation of the Stella Artois’ Traps campaign. The main component of this multimedia campaign is an actual, intimidating trap that appears on the streets of major cities. In the centre of the device sits a tempting chalice of Stella Artois, along with a message: unravel the trap at stellaartois.com. When consumers visit the site, they can try to unravel the trap and challenge friends to do the same. If they succeed, the Stella Artois is theirs. If they fail, there will be consequences.

September 28th: cryptic sketches appear on Toronto’s walls and on the backs of Stella Artois coasters. The sketches depict pieces of a menacing device, a location – Bloor St. & Avenue Rd. - and dates. It’s as if a madman is planning something, but we don’t know what.

October 12th: The installation appears on the corner of Bloor St. & Avenue Rd. The only message on it: unravel the trap at stellaartos.com. The website Le Défi goes live. Print and in-bar posters also start appearing.

October 29th: The two-ton trap vanishes without warning. Where it’s going next remains a mystery.

The campaign garnered local and worldwide media attention. As for actual sales figures, Stella never releases those.