UNLOCK SOMETHING NEW
Beck’s beer, in partnership with Mother UK, was launching a global campaign titled “The Green Box Project.” Using augmented reality, they created a virtual art gallery housed inside custom made boxes installed in NYC, Miami, LA, London, Milan and Rome as well as a special installation involving the Statute of Liberty. Having focused their launch efforts in Europe, they realized they needed to create an awareness in NYC that would help herald the project domestically and draw a focus specifically to the Statue of Liberty installation. We created a guerilla campaign that involved installing green doors in Brooklyn and peepshow style storefront windows to tell people how to find the Green Boxes and what to do once they did. We had street teams hand out mysterious flipbooks prior to the Statue of Liberty launch that gave a hint at what was to come. And we culminated the campaign with an event inviting press and influencers to get a sneak peek at the installation of the green boxes at Galapagos in DUMBO.
Advertising & Marketing