Irish pubs should not solely globally acknowledged cultural icons, they’re additionally an essential a part of native historical past and proceed to play a basic position in native communities. After a tricky few years for the hospitality business, a brand new marketing campaign for Heineken by LePub and Publicis Dublin goals to assist protect this heritage by turning pubs into digital museums.
Official recognition as a museum offers pubs an exemption from authorities grants and taxes usually given to different cultural buildings, and UNESCO formally acknowledges pubs as a part of Eire’s cultural heritage. It enhances the efforts of the Irish Vintners’ Federation.
The marketing campaign makes use of AR expertise to inform the tales behind historic watering holes resembling Dublin’s Toner’s Pub, Limerick’s Mom Max Public Home and Athlone’s Sean’s Bar, believed to be the world’s oldest pub. Centered.
Guests can use their cell phone to scan a QR code on a plaque outdoors the pub and be advised the native legend in an AR overlay. Combining indoor navigation with the geolocation of every pub, we used photogrammetry to create digital 3D fashions of historic objects throughout the pubs.
Bruno Bertelli, CEO of LePub and CCO of Publicis Worldwide, mentioned: [pubs] Though it has survived for a whole lot of years, it’s now going through monetary difficulties. We needed to spotlight the historic and cultural worth of those great locations and allow them to learn financially from public establishments. ”
credit score:
Company: LePub and Publicis Dublin
LePub World CEO World, CCO Publicis Worldwide: Bruno Bertelli
LePub World CCO: Christiana Boccassini
World ECD: Eoin Shelley
World Inventive Director: Jack Christensen
Inventive Director: Stefano Zanoni
Affiliate Inventive Director: Roberto Ardigo
Artwork Director: Flavia Conti
Copywriter: Christiana Candido
Publicis Dublin Board Inventive Director: Ger Roe
Inventive Director: Peter Dobbin
Senior Artwork Director: Cormac O’Connor
XR Inventive Studio: Lens That