The brief was to create an innovative brand experience for the screening of a classic film and to maintain Stella Artois Screen's global strategy, "fanatical about film".
Lowe Hunt creatives Ben Smith, Neil McGuirk and Tom Markham recreated the film's Gold Room, with 1920s ballroom music and an actor playing the role of the eerie 1920s barman Lloyd.
Recruiters on the street, dressed in keeping with the film, invited passers-by into the Stella Artois Gold Room, where they were served Stella Artois rather than Bourbon like Jack Nicholson's character.
The visitors were then directed to another room located down a dark corridor where they could register their details to receive a ticket to the screening.
The screening of 'The Shining', which had a 205% over-subscription, took place shortly afterwards at Brisbane's Old Museum, which was also refitted to look like the film's Overlook Hotel.
Tom Markham, creative director of Lowe Hunt, said: "We submerged them in an alternate reality. We made them think, spooked them out. We injected the screening with an exclusivity it would not otherwise have had. And best of all these guys started their night with a free Stella and a great story to tell."