DESPERADOS AUGMENTED EDITION
|Category||A03. Augmented Mobile Experience|
|Title||DESPERADOS AUGMENTED EDITION|
|Product/Service||BEER / DESPERADOS AUGMENTED EDITION|
|Entrant||MNSTR Paris, FRANCE|
|Idea Creation||MNSTR Paris, FRANCE|
|PR||MNSTR Paris, FRANCE|
|Production||MNSTR Paris, FRANCE|
|LOUIS BONICHON||MNSTR||Creative Director|
|AUDREY MAZET||MNSTR||Account Director|
|OLIVIA RENOUD-GRAPPIN||MNSTR||Account Manager|
|MATHIEU CHEROUX||MNSTR||Art Director|
|NICOLAS LEFEBVRE||MNSTR||CREATIVE TECHNOLOGIST|
|XAVIER ROCHE||MNSTR||HEAD OF MOTION DESIGN|
The CampaignWho are the Desperados of our times? The ones who challenge the norm? Street artists. That’s why, almost two decades ago, Desperados started to collaborate with the 9th concept almost two decades ago, a French collective of renowned street artists. What if we could use the bottle as a ticket to emerge into street art? Consumers across France could experience the art first-hand – a real treat in a country where 83% of street art happens in its capital. Desperados ‘Edition Augmentee’ was born. A limited edition, which acts as the gateway into a phygital installation by the popular street artist Matthieu Dagorn. It takes the consumer on a journey into a sculpture that’s both, real and fictive. The bottle was designed to be the key. Mobile was acting as the door. AR and VR technologies combined with Dagorn’s physical artwork represented the room up for discovery. A world’s first.
Creative ExecutionWe chose Matthieu from the 9th concept because AR and VR felt like natural extensions of his artistic path, progressing from 2D to sculptures. Our aim was to respect his physical work whilst enhancing it virtually. Google’s tilt brush technology - a 3D-painting virtual reality application - neatly tied into his style. Matthieu was trained in using tilt brush and soon became an enthusiastic advocate. We then challenged him to create an urban artwork and enhance it digitally. The bottle’s design would showcase his work. Matthieu locked himself away for 10 days and let his imagination run free. The result was astonishing. A real masterpiece at consumer’s fingertips: All they needed to do was to download the Desperados app and scan the label. They were taken on a journey into Matthieu’s art. Through 4 levels of navigation they experienced AR, followed by the creation of the physical artwork and its virtual counterpart, both in 360 videos. A making of video closed the experience loop. Desperados produced 1.7 million ‘Edition Augmentee’ bottles. Distribution kicked off on the 6th April 2017: The day Matthieu revealed his artwork to the public, consumers everywhere in France were invited to join in via mobile.
Desperados produced 1.7 million ‘Edition Augmentee’ bottles. Distribution kicked off on the 6th April 2017: The day Matthieu revealed his artwork to the public, consumers everywhere in France were invited to join in via mobile. More than 400 guests, including journalists and influencers, experienced this innovative artistic performance, while adding their own touch, using the Google Tilt Brush™ technology. - More than 29K app downloads - 9M media impressions +13% in sales volume vs 2015 (july 2017). Desperados is a core actor of the urban culture and consumers are now able to experience and have their own artwork in their hands.
We aimed to achieve the following: Relevance: We searched for genuine street art fans within our audience of 18–24 year olds, using social analytic tools. We created look-a-like models, collected social handles, and identified key influencers. Market research tools helped us to understand online behaviour and media consumption. A sharp targeting strategy was set. Education: Besides making the experience easy to access, we promoted a step-by-step guide on bottles and tri-packs. Furthermore, we used influencers to share live demonstrations within social. Fame: We organised an exhibition in Paris to introduce the first phygital street artwork to the public. The installation was also exhibited at the Urban Art Fair and finally it travelled across France, from one local event to the next. Journalists and influencers were always present. They spread the word about ‘Edition Augmentee’ and street art lovers all over France were listening with their mobiles in hand.
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