The AT&T banner brings you right into the game, with Zugara’s Augmented Reality motion capture technology called ZugMO. The banner has you heading crosses towards the goal straight from your webcam, with 5 shots to score as many goals as possible. There isn’t a lot more to it than that, but I must say its a very cool concept!
You walk past a giant outdoor screen in Amsterdam or Rotterdam and suddenly find yourself inside a street-violence scenario. Public service employees in the Netherlands face aggression and violence on the streets more and more often. Onlookers unfortunately do not intervene often enough when they encounter a situation like this. A live interactive billboard places people in a similar situation and confronts them with their inactivity.
This is not entertainment. It is a public-awareness intervention. It puts the bystander role on display and forces a moment of self-recognition. If you do nothing, you see yourself doing nothing.
The experience blends previously recorded footage with a live street feed, so passers-by feel like the scenario is happening in their space, with their presence in the frame.
Most campaigns talk at people. This one involves them. It turns an abstract social issue into a personal moment, right where daily life happens, and that shift from observer to participant is what makes the message stick.
It targets bystander inaction. It makes people aware of how often they do not intervene when witnessing aggression and violence against public service employees.
Because the live element increases personal relevance. When people recognise themselves in the situation, the message becomes harder to dismiss as “someone else’s problem”.
A staged violence scenario is combined with a live feed so passers-by see themselves present in a situation that calls for action.
When the goal is behaviour change, not awareness alone, and when the topic is serious enough that participation creates reflection rather than trivialisation.
No-one likes getting dressed in the morning. It’s boring. So imagine if your clothes came to life. 🙂 Now with Magic Tee, you can actually make getting dressed fun. 😎
Creative agency, Brothers and Sisters have designed and developed the world’s first piece of clothing for children that incorporates the augmented reality technology.
