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Sacrifice has always been at the heart of Stella Artois's 'Reassuringly expensive' campaign. Tasked with connecting with a cooler, more elusive audience, LogicLogicMagic® led to the Lost Souls campaign being created. Three print ads introduced viewers to an enigmatic and ominous character. Who was the mysterious man in black offering up three Stella Artois in return for a Faustian contract signed in blood? Visual clues in each ad led our audience into a web ring of puzzles and intrigue.

The idea behind the Stella Glass campaign was that it was, like the beer, of great worth and value. As such people had already started

making forgeries. The LogicLogicMagic® approach was to shoot the glasses as if they were in a De Beers diamond campaign. 

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