AV Chiado / Turismo de Portugal : QR Code on Cobblestone

Turismo Portugal and agency MSTF Partners came up with a way to promote Portugal abroad that combines both the country's tradition and modern technology. Using the ancient Portuguese art of decorated cobblestones, it placed a QR code in cobblestones in Lisbon's Chiado district, using black and white stones in place of pixels. When scanned with a smartphone, it led to content around Portugal's history and culture. To promote Portugal outside of the country itself, it took stones from Lisbon to Barcelona and recreated a QR code there. The Barcelona QR code led to an offer of a free night in Lisbon.