• by Fern Siegel , April 25, 2024

Belgian beer Stella Artois is proud of its chalices — and made them the subject of its latest campaign, "Missing Chalices."

Created by David New York, the work is a follow-up to its January campaign, "Steal Artois."  That integrated effort promoted petty pilfering by launching the Steal Artois Collection: five exclusively designed garments, created to capture attention — and store — the occasional souvenir.

Stella Artois understands the value customers place on the chalices and built new work around it.

"Missing Chalices" includes print ads, TV and radio spots. The print ads show the chalices new homes, such as in kitchen cabinets or showcased in glass breakfronts.

The three radio spots use a heist motif, imagining conversations between bar-goers planning chalice robberies. "On Top of This,"  "The Belgian Job" and "The Veraggio."

"We aimed to showcase Stella Artois' worth and put its chalice in the spotlight with real consumer behavior that will resonate globally," says Andre Toledo, CCO at David New York.

Anheuser-Busch InBev owns Stella Artois, first brewed in 1926.