About This Case Study
This is an editorial analysis by Code Crush of a publicly-published case study by Marvy Co. The campaign was produced by Marvy Co. for Tetra Pak and Vinasoy — not by Code Crush. We're examining it because the campaign is one of the most ambitious uses of branded AR in the FMCG-packaging space: not a game, not a filter, but an animated history sequence anchored to a product carton. Quotes attributed; links to the original.
What Marvy Co. Built
Marvy Co. describes the campaign on the source article:
Aiming to deliver a meaningful cultural experience, Tetra Pak and Marvy Co. decided to use the historical milestones of the country's formation and development, in order from the Hùng Vương era, Hai Bà Trưng, the Lý dynasty and the 19th century, to tell the story of the Vietnamese soybean. Those stories are expressed through the image of a small soybean combined with attractive illustrations and a gentle narrative voice — all creating engaging animated film moments performed inside a unique and captivating AR environment. (Marvy Co., translated)
Marvy Co. also describes a second AR experience on the same product — a "Paper Carton Journey" experience that walks the user through carton manufacturing and end-of-life recycling guidance.
Project pages:
Why Multi-Era AR Storytelling Matters
Most branded AR experiences are short — a filter, a 15-second game, an unlock animation. This campaign uses AR for the opposite job: long-form narrative across multiple historical eras, anchored to a single product carton.
Three design observations:
What Marketers Should Take Away
How Code Crush Would Build a Similar Activation
Long-form AR storytelling is built on the same Three.js / React Three Fiber stack Code Crush uses for our luxury client work. We can produce multi-scene AR experiences anchored to a printed marker, a packaging element, or a geolocation — then refresh the content on a rolling calendar without changing the trigger.
@youtube[TBD|Marvy Co. — Tetra Pak × Vinasoy AR storytelling experience]
Source: Marvy Co., "10 Ý Tưởng Triển Khai Chiến Dịch Marketing Gamification và AR", marvyco.com. The historical-era framing (Hùng Vương, Hai Bà Trưng, Lý dynasty, 19th century), the "Paper Carton Journey" sequence, and the Tetra Pak / Vinasoy partnership are attributed to Marvy Co.'s public write-up.
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