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To celebrate “golden hour,” the time near sunrise and sunset when outdoor environments take on a golden hue, Coca-Cola’s Gold Peak Tea created a real-world spin on an AR filter that alters reality using the beverage itself.
Rather than being tied to a social application like Snapchat or Instagram, Gold Peak’s Golden Hour filter is accessed by pouring a small amount of Gold Peak Tea into a physical lens designed to clip over the camera on any smartphone. Photos and videos can be shot through the tea, giving the results of a golden appearance.
Gold Peak Tea sent the Golden Hour lens to professional photographers who captured photos that will appear on large-scale outdoor media placements. Select influencers on TikTok and Instagram also received the lens, and will share their golden hour content with the hashtag #ShotWithGoldPeak.
People can enter to win one of the limited-edition lenses on Gold Peak’s website through Nov. 30.
“As so much imagery in the world is digitally altered, it’s wonderful to see what people are doing with a photography filter that is actually real and could only be created with the quality of Gold Peak tea,” said Luke Perkins, creative group director at Coca-Cola.
Gold Peak worked with WPP Open X on the Golden Hour Lens promotion.
https://www.adweek.com/brand-marketing/gold-peak-tea-celebrates-golden-hour-with-photos-taken-through-a-liquid-lens/