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CORUJA COLLECTION - AR

Digital Experience + 

               

Foster Portuguese urban artists while adding a tech tweak to beer labels.


Coruja means Owl: so we gave the beer wings. How?
With a Special Label Edition with an Augmented Reality feature.

After a much impressive launch in ’18 that turned Coruja (‘owl’) into a leading beer IPA brand based on urban art, we wondered how to strengthen the relationship with the artistic community we brought together to make Coruja more than a brand, but a true urban culture crew. So, in 2020 we launched a new label edition merging physical & digital: 9 artists, 9 illustrated labels in a Coruja Special Collection with AR where consumers can see their owl fly away from the bottle.

ADC*E
Clube Criativos Portugal


MY ROLE / Ideation, Art Direction
WHERE / Solid Dogma
TEAM / Pedro Pires, Ana Castanho, David Cabrita, Hugo Dias
INVITED ARTISTS / Kruella, Mar, Mário Belém, Samina, Mosaik, Caver, Contra, Frame 01, Glam
CLIENT / Super Bock










9 ARTISTS, 9 ILLUSTRATED LABELS
"Catch them before they fly" was the campaign claim for the launch of this new Coruja Collection, where physical and the digital merge. A Special Collection with AR: from reading a QR Code, the consumer is invited to download an app — via www.colecaocoruja.pt — to see his Owl “fly away” from the bottle’s label.




We brought the 9 artists back together to create a new approach to the guerrilla arts they developed to punctuate the beer’s launch. From them, we created 9 special illustrated labels inserted in a 'collectible' pack, with which is possible to access an augmented reality experience: through this combo, each label and each illustrated Owl comes to life, popping out of the bottle and flying on your smartphone.




SUPERBOCK FESTIVAL // ACTIVATION // PAINT THE OWL







More projects at Behance 
© 2022 Paulo Mariano, All rights reserved.