Friday, December 4, 2009

Stella Artois Launches Global Campaign

Stella Artois, the best-selling Belgian beer in the world, is launching a global campaign asking adult consumers to help the Atlantic Rainforest, one of the most endangered habitats in the world.

“Send a Card, Save a Tree” encourages adults around the globe to visit and send a specially created, 3D augmented reality digital holiday card. In return for every free card that is e-mailed, Stella Artois will secure the future of a rainforest tree located in the threatened Atlantic Rainforest, until the target of one million eCards sent and one million trees saved is reached.

“Stella Artois was originally brewed as a premium beer for the holiday season,” said Ricardo Marques, global marketing manager, Stella Artois. “This time of year is about giving and we encourage beer lovers to share good wishes with each other for a great cause.”

Stella Artois is partnering with World Land Trust, a leading global environmental organization, to purchase and protect more than 1,500 hectares of rainforest. The Atlantic Rainforest is a top priority for conservationists worldwide and 93 percent of the land has already been lost.

The one million trees Stella Artois aims to save are located in Argentina’s Misiones Province in a vital land bridge connecting two national parks in neighboring Brazil and Paraguay. Wildlife in the area includes jaguar, puma, ocelot, lowland tapir, giant otter, more than 500 species of birds and thousands of plant species.

Progress of the campaign will be tracked via a sustainably sourced tree that will light up in stages marking 100,000 trees saved, until the target figure of one million eCards is achieved. The tree comes from a forest accredited by the Forest Stewardship Council, which ensures the forest the tree is being sourced from is not under threat. Additionally, for every tree cut down, three more are planted. The tree is at Winter Wonderland in Hyde Park, London and will be available to view remotely via a webcam at

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