Martell transforms cognac packaging into VR headset

The Martell House has unveiled a limited special packaging that can be transformed into a Google Cardboard VR headset that offers 360-degree mobile experiences.https://www.youtube.com/watch?v=bZ3h1Gtd468&feature=youtu.beTo mark the launch, the cognac house proposed to fly fans from Cognac, France to Shanghai in stereoscopic virtual reality with the VR headset. Taking control of the swift bird – the Martell House symbol – players are invited to bring the bird and the musical genre from Cognac to Shanghai.Flying through a stereoscopic 3D environment of animations, real-time reflections and atmospheric depth, they will pass a river and Paris at night, cross mountains and an ocean, before arriving at a bar in Shanghai.Along the way, players can collect items to score points and share their achievements on social. This is a 360-degree experience where viewers can explore their surroundings by turning their heads.Martell brand director Quentin Meurisse said: “La French Touch by Martell celebrates French Art de Vivre in a contemporary way, and we wanted to go further with this cutting-edge virtual journey."The game is also aiming to offer a fully immersive experience – from the limited edition bottles to an exciting signature cocktail or this interactive game. We’re proud to be the first to offer such an innovative experience to our consumers.”AKQA creative director Peter Lund added: “With La French Touch we were inspired to bring VR to a wider audience by offering a product design that could be transformed into a VR headset, and by making the brand experience accessible directly in the mobile browser.”