Stella_Speaks_Concept_Hatch_V2a

Stella Speaks Experiential Activation Set White Paper Concept V2

Combining old world romance and the nostalgic heritage of the penny arcade with the spark, intrigue and warmth of the Life Artois, Stella connects with the Lover in all of us through a unique personal experience that brings people together. As sophisticated and timeless as Stella Artois’ brand ethos, the beautifully reimagined Stella Speaks, arcade style machines invite guests to interact and explore what it means to have love, hope and connection with others. Delivering iconic brand messaging and principles, historical facts, advice or event specific storylines, scripted for and tailored to each individual event, and extending experiences on a digital platform, Stella Speaks creates engagements that make lasting impressions.

Stella Speaks Celebrates The Lover Archetype Sees beauty Enjoys craft Lets you in Chooses pleasure Creates connection Earthy & Sophistication Sees world in vivid colors and textures Make world more beautiful in connection with others Share beautiful experiences vs. the creator will want to create alone Connects emotionally to their craft Warmth and approachability Bringing people together and making it beautiful Edginess of the lover is sexiness/ seduction Masculine & Feminine Rich, layered, textures Being in a relationship with the people, the work, the experiences, the surroundings they love

Experience Option 1 Stella Speaks Seeing Beauty Stella sees beauty in a world of vivid colors and textures and invites guests to explore the vibrant aura their energy brings to the world.

Stella Speaks Seeing Beauty • Guests enter their social info on a counter mounted tablet sharing and data capturing. This information may also included birthdate age verification. • Guests are asked to take hold of one of the two Stella chalices on either side of the tablet. • A welcome message and scripted text that appear on a mirror/monitor directly in front the guest(s) instructs them to look into the eyes of their own reflections. • A short animated gif is recorded and played back ton the digital screen revealing the guests’ beautiful auras. • As the vibrant colors infuse the air around the guest a fortunes, forecasts, message of good will and/or call to action appear. • To capture Stella’s lover archetype there will be multiple outcomes that mix red into the aura cloud while predicting brand aligned messages that embody any current Stella campaign. • Guests can choose to send their gif to their emails or social accounts to share. Additionally, they receive a print out an aura card with a QR code for a physical/digital experience takeaway.

Stella Speaks Seeing Beauty • Guests can instantly send Stella aura gif to their social accounts to share. • Guests receive a print aura card with event specific branding and Stella Artois branding. • On the card a QR code will direct guests to a URL where they can download a Stella Speaks app to their smart device. Upon launching of the app users will be treated to an augmented reality experience. • When their device cameras are focused on the aura card their AR aura is revealed and messaging appears. • The branded takeaway and app will encourage guests to share their experience socially and naturally drives them towards the Stella Loyalty Program.



Stella Speaks Seeing Beauty Stella sees beauty as a shared experience and affords guests the chance to connect with each other to create a colorful world together.

Stella Speaks Life Artois Stella invites invites you in to the Life Artois. • Guests enter their social info on a counter mounted tablet sharing and data capturing. This information may also included birthdate age verification. • A welcome message and scripted text appear and swirl around a chalice hologram. • Guests are instructed to dance while a short animated sequence is recorded. • The recording of the consumer is then placed in a holographic Life Artois inspired scene right in front of their eyes. • Guests can choose to send their gif to their emails or social accounts to share. Consumers receive a print out an aura card with a QR code for a physical/digital experience takeaway. • Guests can choose to send their gif to their emails or social accounts to share. Additionally, they receive a print out an aura card with a QR code for a physical/digital experience takeaway.

Hologram Experience

Stella Speaks Life Artois Card • Guests will receive a printed Life Artois card with event specific and Stella Artois branding. • On the card a QR code will direct guests to a URL where they can download a Stella Life Artois app to their smart device. • Upon launching of the app users will be treated to an augmented reality experience. • When their device cameras are focused on the card a three dimensional event branded Stella chalice will appear and begin to fill with Stella Artois. • Once the chalice is full the user’s customized messaging will appear above the chalice. • The branded takeaway and app will encourage guests to share their experience socially and naturally drives them towards the Stella Loyalty Program.

Stella Speaks Love Locks Stella makeS the world more beautiful by connecting guests with others. • Guests enter their social info on a counter mounted tablet sharing and data capturing. This information may also included birthdate age verification. • Guests are then prompted to take a short digital quiz on the same tablet to find out which love archetype they are. Guests will answer multiple brand-aligned questions that can be tailored to any current Stella campaign.

Stella Speaks Love Locks • Once the guests love archetype has been determined, 1 of several custom designed hologram love locks appears before their eyes. Words describing their archetype fortune swirl up around the hologram lock as it slowly rotates in place to reveal the bespoke design.

Stella Speaks Love Locks • All guests receive a physical print out with an illustrated image of their love lock and love archetype description, with a QR code for a physical/digital experience takeaway. • On the card a QR code will direct guests to a URL where they can download a Stella Speaks app to their smart device. Upon launching of the app users will be treated to an augmented reality experience. • When their device cameras are focused on the aura card their AR aura is revealed and messaging appears. • The branded takeaway and app will encourage guests to share their experience socially and naturally drives them towards the Stella Loyalty Program.

Stella Speaks Love Locks • To close the experience, guests are prompted to post their experience to social on the tablet, and then select if they would like to send a real love lock of their design to any one of their loved ones with a special note, or redeem the physical lock for themselves onsite at the event.

Stella Life Artois Bar As guests leave with both Stella Artois history and a fortune, they are able to receive a pour or can of Stella Artois product from a custom bar inspired by the iconic Stella Artois logo. The bar will be custom fabricated to match the design direction of the Stella Speaks Machine.

Dual Taps with Built in Kegerator Stella Life Artois Bar 6’ Bar Foam Molded/CNC Dimensional Extrusion Accents

Stella Life Artois 6’ Bar

Stella Life Artois Bar 9’ Bar with Extension Inserts

Dual Taps with Built in Kegerator Stella Life Artois Bar 9’ Bar with Extension Inserts Foam Molded/CNC Dimensional Extrusion Accents

Stella Life Artois 9’ Bar

Sample Backdrop

Stella Life Artois Bar with Stella Speaks

CARTER REESE JOSH MELE CHRIS WU ANNIE MCALLISTER President Exec. Vice President Exec. Creative Director Senior Producer [email protected] [email protected] [email protected] [email protected]