Martell's cognac packaging turns into a Google Cardboard headset

Cognac brand Martell has created packaging that transforms into a virtual reality (VR) headset to take fans on a journey from Cognac to Shanghai.

Marvel's packaging turns into a VR headset
Marvel's packaging turns into a VR headset

The packaging for the limited edition ‘La French Touch’ Martell cognac can be made into a Google Cardboard VR headset and when combined with rendering software WebGL it creates an immersive gaming experience.

Gamers can take control of a bird, the Martell logo, to bring the bird and the La French Touch house music genre from Cognac in France to Shanghai.

Players fly through a 3D environment of animations, passing a river and Paris at night, crossing mountains and an ocean, before arriving at a bar in Shanghai.

Points are scored by collecting along the way and players are encouraged to share their score on social channels.

The gameplay is accompanied by a soundtrack composed by French musician Danger.

Brand: Martell

Agency: AKQA