A global cultural commissioning initiative that will support independent thinkers in creating 1,000 new works of art, fashion, design and music over the next 3 years. Breaking art out of the gallery and presenting a future perspective for outdoor advertising, each work was experienced via the Beck’s Key app which was activated against physical green boxes located across the US, UK and Italy. In 2011, 30 artists were commissioned to create location-specific works, creating the world’s largest networked augmented reality gallery. Submissions for the 2012 works are now being judged and selected works will be unveiled in due course.

Description of ambient execution to be altered to: The target audience’s media consumption was on-demand, with high web and smartphone usage. The challenge was to deliver a trans-media idea that would excite and connect with them in novel, innovative ways. The solution: the Green Box Project, a global cultural initiative that will fund hundreds of art, design, fashion and music projects over several years, all to be showcased in the world’s first networked augmented reality gallery. The work was installed in high footfall public spaces and private venues relevant to the target audience. The installations – 2mx2m Green Boxes – were used as triggers for viewing the first commissioned art pieces through an augmented reality smartphone app.

Overall there was an increase in brand equity as well as an increase in perception of Beck’s as a trendsetting, innovative and progressive brand. Within the local areas where Green Boxes were placed, there were significant uplifts in brand awareness scores –particularly in the US where this had been a key challenge. There was also significant growth of Future Consideration scores amongst consumers that had been exposed to the campaign. Film content on the branded Vimeo channel was viewed in excess of 1,000 times a day. An increase of 25% more Facebook fans following the campaign.