The NEW Category Entrant: Cossette, Montreal Molson Dry - Augmented Reality Party Messages

Credits
Media Type: Television/Online/Offline Augmented Reality Campaign
URL Address: http://69.90.7.67/LIA2009/MolsonApp/AR/OnlineVideo/
Username: login as guest
Corporate Name of Client: Molson Canada
Account Managers: Bruno Lemieux/Nadine Jazouli
Agency: Cossette, Montreal
Chief Creative Officer: Patrick Beauduin
Creative Director: Jonathan Rouxel
Copywriter: Neil Frisby
Art Director: Fern Breslaw
Agency Producer: Nadine Gray
Production Company: Fake
Executive Producer: Mathieu Bouyrie
Producer: Patrick Guevin
Director: Mato Atom
Programmer: Frederic Faubert
Programming: Alban Jouvin

Basic description of the project:
Positioned as Montreal's party beer, Molson Dry launched new bottle labels using thermosensitive ink that when cold, displayed different party messages. Because these messages appear out of the label, Augmented Reality technology was used. Users could hold up their bottle to their web cam and see different animated messages appear out of the label. In an Augmented Reality first, they could record themselves live and create their own mini party/music videos. These clips were then posted to molsondry.com and voted on. The winning videos then became the online ads for the campaign, driving more people to buy the new bottles, try the AR for themselves and experience our proposition.