Beer can itself become an object of art – namely, the photo camera.We have created the “Photo Can” – a photo camera made from a beer can which works on the principle of Camera Obscura (pinhole photography).We have offered famous French photographer Michel Setbon to participate in our art project and take pictures of Paris with Photo Can.We have built the photographer a reputation of a person who is taking pictures of Paris with the help of a beer can.

The brand has become the centre of attention among the Internet communities.The exhibition held by Kronenbourg 1664 has generated hundreds of thouthands USD of free media exposure in press and Internet and even Federal TV.A new community of people was born: many people across the country were intrigued and excited by CanCam shooting and tried their hand at it themselves.The key result of the campaign was that the stock of limited edition cans got sold 2 months earlier than it was planned.And all because we turned a boring can into a tool of art creation.