To promote the launch of new can package for Kronenbourg 1664 and to enhance the link between the brand and fine art 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 offered famous French photographer Michel Setbon to participate in our art project and take pictures of Paris with Photo Can.We built for the photographer a reputation of a person who is taking pictures of Paris with the help of a beer can.All this got reflected in the photographer’s blog, in articles on designer sites, in stories in art forums.At the top of the wave of interest for an unusual photographer and his photo can camera, Kronenbourg 1664 announced an exhibition in Moscow.It was a tremendously effective event that has attracted dozens of celebrities who crowded the exhibition to catch the new trend.

The brand has become the centre of attention among the Internet communities.The exhibition held by Kronenbourg 1664 has generated hundreds of thousands US$ 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 sold out 2 months earlier than planned.And all because we turned a boring can into a tool of art creation.