Florence and the Machine are starring in an online variety show for Stella Artois as part of its ‘Recyclage de Luxe’ campaign that aims to demonstrate that consumers can be both stylish and green.
Filmed in 1960s style and fronted by the effervescent Alain de Monde, founder of the ‘Recyclage de Luxe’ movement, the show consists of a sequence of eight black and white episodes.
Alain and his exclusive guests attempt to show that being green and stylish need not be incompatible.
To demonstrate, Florence et la Machine, play their newly recycled release 'You've got the love' – as first released by Candi Staton in 1986.
The track is also, rather conveniently, the band's new single, which means the film doubles up as a clever piece of music marketing.
Set in 1960’s Europe, ‘Recyclage de Luxe’ is an ode to vintage fashion and eco chic and follows an outdoor campaign on the same theme released earlier this year.
Stella Artois, is hailing the online show project as a “pioneering step”, highlighting the brand’s commitment “to doing the right thing by taking care of the environment in a chic way.”
The campaign is being supported by an innovative media plan, that includes activity on social networking sites such as Facebook and Spotify takeovers with video and radio links.
A bloggers’ outreach programme, which included delivery of a luxurious three-course retro chic TV dinner to 200 bloggers on launch day.
Press involves GQ and FHM partnerships together with a Metro cover wrap.
See 'Florence et la Machine' in action below.