The NEW CategoryEntrant:
Molson Dry - Augmented Reality Party Messages
Credits Media Type: Television/Online/Offline Augmented Reality Campaign URL Address: http://18.104.22.168/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.