Stella Artois is launching its biggest new media campaign as part of its sponsorship of the Cannes Film Festival in May.

It has created a series of 60-second web films running on Twitter, Facebook and Flickr that feature the story of Jacques d'Azur, the King of Cannes, extolling the "fabulousness" of his lifestyle.

The films aim "to change how Stella Artois connects with enthusiasts all over the world".