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.
Clube Criativos Portugal
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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.
"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
