The title may be misleading, we are not talking here about the latest novel by Dan Brown, but of a video contest orchestrated by beer brand, Stella Artois.

Choose your path!
The competition takes place through the website TriggerStreet.com, community platform for scenarios  and short films. To participate you will need to visit the dedicated website, Stella Artois Triggerstreet.com, register and choose your theme. Indeed, Stella offers to speak on perfection or sacrifice, without further constraints. The principle for Stella Artois is to start young film-makers of. With a reward of $ 50,000, for sure, it motivates them.

Stella Artois, a beer at 2.0°
Stella is not novice in participatory marketing. When going on the official website of Stella, we find first a very aesthetic one, carefully produced, with a dark universe, rather burtonian, which is fairly close to what made the brand Jeanlain with its village; Here, two brands of beer, the same universe … a coincidence, no doubt.
This site, therefore, beyond the story-telling, presents a rather interesting challenge. 3 puzzles, specially created to challenge friends. The loser is ahead, according to an old Belgian custom, offering the winner a beer.

Results
That is where the shoe pinches.
The idea is interesting, and the two themes quite adaptable to short films. One can do  gore as much as humor, since the subject is not limiting.
If there is a point to improve in my opinion, it’s the presentation of the competition. Why create such a universe on the official site if the minisite is unattractive? For example, to obtain all the rules of the game, read the regulations, which may be long.
But what shocked me most, I must confess this is the template of the site. It is clean to the extreme, black and white, with little visuals, just two glasses of beer in the background to brighten the text.
Yet the idea is really good, and daring. Indeed, once again it is not askedto talk about the brand, just to stage its DNA. So, Stella Artois certainly want to maximize disengaging between contest and brand. I would recommend to keep the idea and working just over the template of this site. The basic is good, but it is always better with the form.