Minere’ Crush on You
Crush the bottle, send a love message, watch it land on 250 digital billboards across Bangkok.
- Client
- Nestlé Thailand
- Product
- Minere’ · WebAR & Social AR
- Format
- WebAR · Social AR · DOOH
Crush on You: campaign film for Mineré, Nestlé Thailand
The WebAR experience: crush the bottle, record a message, send it to the city
Crushing plastic bottles before recycling them is the first step in giving those bottles an endless life. The Crush On You campaign turned that small action into a public declaration: people played an AR filter on their phone, recorded a love message, and expressed it at city scale.
The WebAR experience was reached through a secure QR code printed on Minere’ bottles nationwide: no app, straight from the pack. User-generated AR captures were then moderated and pushed live to a network of 250 Plan-B digital billboards across Bangkok, closing the loop between a bottle in someone’s hand and a screen above the traffic.
AR captures submitted by users ran across 250 Plan-B digital billboards in Bangkok.
Crushed bottle and the WebAR experience, opened from the pack QR
User messages running on the Plan-B digital out-of-home network
Campaign activation stage
Retail activation with 7-Eleven
