Cannes Lions

AMSTEL BEER

QI, Amsterdam / HEINEKEN / 2007

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Overview

Description

Amstel Camheaders (Camkoppen in Dutch) is one of the first altered reality games to be played online. By using advanced webcamtechnology, the player is actually visible and joining in with his/ her body movements. The game is set in a crowded stadium. The player acts like a soccer player trying to physically head away as many balls as possible to collect points and win prices. By moving your head up, left and right balls are bumping up. Amstel Camheaders is part of Amstel SuperPingels, a customer loyalty programme of Dutch beer brewer Amstel.

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