Beck’s has launched the world’s largest “global cultural commissioning project”, a highly innovative marketing campaign involving solely augmented-reality enabled works. How does that work?

As part of the project, commissioned work will only appear in augmented reality, around thirty green boxes which will be planted across cities like London, Manchester, New York, Miami, Los Angeles, Rome and Milan. Viewers will be able to see the artwork through their smart phones, when capturing the green boxes with a special application.

The arts-driven campaign by Beck’s was launched this week, with Belgian artist Arne Quinze unveiling a 200ft high digital sculpture placed right on top of the flame of the Statue of Liberty in New York…

The public’s expected to take part in this global project, as the brand is seeking to commission hundreds of green boxes conceived by those who submit their ideas on Becks.com.