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喜力Heineken:酒吧是爱尔兰文化的遗产

广告门 Jimmie 2024-06-18
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梁玟玟 自由撰稿人 关注
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案例评分: 9.0 分 / 共2人评分

爱尔兰酒吧不仅是全球公认的文化标志,也是地方历史的重要组成部分,并在它们所服务的社区中发挥基础性作用。

 


在餐饮行业经历了几个艰难的年头之后,LePub和Publicis Dublin为Heineken(喜力)推出的新宣传活动,旨在通过将酒吧变成虚拟博物馆来帮助保护这一遗产。

 

正式获得博物馆认证将使酒吧能够得到通常保留给其他文化地标的政府拨款和税收豁免,这与爱尔兰酒吧业联合会提请联合国教科文组织正式承认酒吧作为爱尔兰文化遗产的努力相辅相成。


 

这项活动利用增强现实(AR)技术来突显历史水源点背后的故事,包括都柏林的托纳斯酒吧(Toners Pub)、利默里克的母亲麦克斯公共酒吧(Mother Macs Public House)以及阿斯隆的肖恩酒吧(Sean’s Bar),据说是世界上最古老的酒吧之一。

 

游客可以用手机扫描酒吧内的二维码,通过AR讲述有关酒吧的当地传说。结合室内导航和每个酒吧的地理位置,使用摄影测量技术创建酒吧内历史物品的数字3D模型。

 

LePub首席执行官兼Publicis Worldwide首席创意官Bruno Bertelli表示:“看到许多酒吧生存了数百年,现在却面临财务困难,实在令人痛心。我们希望强调这些奇妙地方的历史和文化价值……让它们有资格从公共机构获得财政支持。”


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相关信息

产品名称

啤酒

所属行业

快消品

形式类别

装置/陈列

所在地区

欧洲

时间

2024-06-18

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