Stella Artois N'Box

To promote their beer in Sao Paulo, Stella Artois is leaning away from straightforward marketing and pushing a new concept called Stella Artois N’Box. Running now through Feb. 19, Stella is offering exclusive, luxury experiences inside a shipping container stationed at a horse track that links Japanese traditional culture with the new school. Limited to just 40 people per day at dinner, guests pay the equivalent of $100 for a tasting menu of Japanese food with sake caipirinhas and are treated to shows like Japanese ballet vs. samba or taiko drummers and DJ vs. street dance and electronic music. Wacky? Definitely. Will it align the brand as uber cool? Possibly — but it’s the creativity that counts.