A simple but strong idea.
At the time this idea was born, Ichnusa was a very famous brand from Sardinia, but not available everywhere in the rest of Italy.
Heineken Group planned to extend the sales of Ichunsa nationwide, and needed an idea to storytell the connection between Ichnusa beer and his own motherland, Sardinia.
So I came out with an idea of putting sardinia inside every ichunsa bottle.
With augmented reality and realtime data coming from a network of live webcams placed in Sardinia.
The user buy the beer, scan a qrcode and point the smartphone at the label, that magically wraps out and show a randomic view of some place in Sardinia, in real time.
This great ideas unfortunately remained a concept.