Find your rich
San Miguel positioned themselves alongside experience seekers, an advertising term for people who appreciate all that life and this amazing world has to offer. Following from the success of The Rich List, an alternative to the financial one that rewarded experiences over earnings, Find your rich was an emmersive campaign that put you at the centre and questioned your subconcious motives.
The campaign lauched with an emmersive experience where guests were challenged to find their rich by testing themselves across a variety of experiements. RFID band recorded the data throughout the event and offered up an insight into your real motivations; It also offered your fave beer too!
We didn't want to be exclusive and wanted everyone the opportunity to experience the campaign so we worked with the tech guys Morphcast and created a digital experience using facial recognition that responded to a film designed to evaluate your 'rich' bias. Click the button below and see how materialistic you are!
As part of the campaign we developed a film that felt more at home in a laboratory than a cinema; but it mainly ran in cinemas.
Here's a bit more on the campaign from the lovely Dharmesh, he's head of all things beer at Carlsberg and much more eloquant than I am.