Spar milk has a new face

SPAR gave their loyal customers a responsible task – creating the new packaging for their best sold Spar brand product. Users were able to use advance tools to create the milks packaging in a 3D environment.

Our Role

Developing a web application for designing the new packaging for the milk in a 3D environment and spreading the idea through social media networks.

Instead of classical drawing tools we offered the user the ability to create a unique design of the milk packaging.

The Challenge

To use new technologies and create an interesting, user friendly application to design the packaging in a 3D environment. Out solution was based on pre-prepared scenes from the real environment. With the use of the application we wanted to achieve that a wide range of users could create the new look, even those with limited knowledge of drawing tools.

The solution

Instead of using complicated drawing tools for creating the packaging we decided to use a tool where the user can draw directly on the litre case (tetrapak) of milk. Users were given the option to choose from 11 different pre-set scenes with various graphical elements. These elements could be places on the packaging freely depending on individual taste. The element could be changes (shrink, expand, move, erase). There were more then 200 illustrations available to use. The casing could be viewed from all angles at all times.

The new packaging could be viewed with the help of the  augmented reality technology so that they printed a preprepared symbol and placed it infront of the web cam. The paper could then be seen on the screen with a ready package of the milk in 3D which the user could move with the help of the paper.

Finished products could then be shared by users through Facebook or posted in the gallery. We also enabled voting for individual works which made the contest spread viraly faster. The design contest for creating the new Spar milk packaging lasted for 4 weeks.

Target group

Buyers of SPAR milk and general public.

Response

12.399 individual works
110.000 unique visitors
1.200.000 page views
Time on site: 3:30

Specialities

Xhtml/css
Flash animations
3D rendering
Aumented reality (AR)
Social networks integration