Modelo Brings Day of the Dead Mural to Life via AR

Constellation Brands' Modelo is celebrating Day of the Dead with an out-of-home campaign centered on a mural that springs to life through augmented reality.

Deployed in Washington D.C.; Charleston, SC; Miami and Fort Lauderdale, FL, the mural depicts a woman holding a Modelo Especial beer while surrounded by candles, marigold flowers, decorative perforated paper and other imagery associated with Day of the Dead (or Dia de Los Muertos), the annual celebration that honors the dead in Mexican culture observed Oct. 31 through Nov. 2. The mural's call to action encourages consumers to "Bring the mural to life" by visiting modelomural.com.

On modelomural.com, consumers are directed to a website powered by AR company Zappar and instructed to point their smartphones at the mural to activate an AR experience and see a 3D animation of a woman extending a skeletal arm forward to grab a bottle of Modelo Especial. (See video below.)

Creative technology company Groove Jones worked with Constellation Brands' beer division southeast team to create the unique out-of-home campaign, designing both the printed mural and the digital AR component of the mural. "We built the experience using Zappar’s Zap Works platform, which allows the user to activate the AR through their mobile web browser, alleviating the need of downloading a special app," the company said on its website.