175 AR EXPERIENCE
CARLSBERG x AKQA

A web-based AR experience tied to Carlsberg's 175th anniversary, using image recognition on a limited-edition can to anchor 3D animated scenes in the user's physical environment — no app download required. Eduardo led the technical direction and developed the proof of concept using 8th Wall's WebAR framework, delivering the AR layer directly through mobile browsers.

OVERVIEW _

The brief was to give Carlsberg's 175th anniversary something more than a campaign — a moment of genuine surprise built into the can itself. Point your phone at the limited-edition can, and a set of 3D animated scenes unfold around it, telling the story of Carlsberg's history of innovation. No app store visit, no download prompt; the entire experience runs in the mobile browser via 8th Wall's WebAR framework.

Eduardo led the technical direction and built the proof of concept — covering AR object recognition (the physical can as anchor), 3D scene integration, and mobile web delivery. The use of WebAR was a deliberate choice: reducing friction between the physical product and the digital experience was core to the concept's viability.

The experience was developed as part of Carlsberg's wider 175th anniversary campaign, in which almost 97% of dividends fund innovation — a thematic through-line that shapes the AR content itself. Published as one of AKQA's more notable innovative cases.

IMPACT _

Featured in AKQA case study: "Brewing for a Better World." Noted as one of AKQA's more innovative cases following publication.

TECHNOLOGY _

8th Wall (WebAR), mobile browser AR (no app download), image/object recognition, 3D animated scenes

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