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Le Recyclage De Luxe

Award: Wood Pencil

Wood Pencil / Integrated / Integrated / 2010

Le Recyclage de Luxe showcased Stella Artois’ efforts to be eco, yet chic. Hosted by Alain du Monde, father of the Recyclage de Luxe movement, the show consisted of nine episodes in which Alain, his robot butler and exclusive guests, proved being green and stylish were not incompatible. Aired live on Le Toube, a 60s YouTube channel, the show was supported by a variety of other media: newspaper wraps, Spotify takeovers, window installations, even an online film festival. The campaign began by sending 300 bloggers luxurious three-course TV dinners. To date the shows’ segments have received over 1.5 million views.

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