The challenge was to promote the launch of new beer pack.We have created the “Photo Can” – a photo camera made from a beer can, which works on the principle of Camera Obscura (pinhole photography).We offered famous French photographer Michel Setbon to take pictures of Paris with Photo Can.All this got reflected in the photographer’s blog, in articles on designer sites, in stories in art forums.The brand has become the centre of attention among the Internet communities.A new community of people was born: many people across the country were intrigued and excited by CanCam.