Tag: Germany

.WWF a .pdf that cannot be printed

German ad agency, Jung von Matt is back with another stellar idea…a new green file format called .WWF!

The WWF format is a PDF that cannot be printed out. It’s a simple way to avoid unnecessary printing. So here’s your chance to save trees and help the environment. Decide for yourself which documents don’t need printing out – then simply save them as WWF.

SAVE AS WWF, SAVE A TREE…download the software from www.saveaswwf.com/en/.

.hiv

.hiv is a global idea to fight HIV and AIDS. By the end of 2010, the number of people diagnosed with HIV would have reached 150 million.

AIDS continues to be a deadly diagnosis and to help stop it nonprofit organization Dot-HIV and Hamburg based agency Kemper Trautmann have launched a Facebook campaign, whose goal is to use the power of the Internet and establish a new top-level domain (such as .com or .org): .hiv.

Every website in the world could soon have the domain name ending .hiv – and while the content of the sites remain the same, you would do some good by using the .hiv-version of the website as every time someone visits such a website, the owner would donate a small amount of money to the Dot-HIV charity – or pay a monthly rate for the use of the domain name ending.

For more details visit www.dothiv.org/info.

Augmented Reality Calendar by Audi

An Audi calendar arrives and it looks almost wrong. Each month is a beautiful landscape, with a deliberate empty space and no car in sight. You open Audi’s iPhone app, point the camera at the page, and the missing piece appears. An Audi A1 fills the blank area in augmented reality, sitting inside the printed scene as if it belongs there.

The idea. A car calendar without cars

Audi takes a familiar format. The premium calendar. Then it removes the expected hero asset. The car. The calendar becomes an invitation to discover, not a static brand object.

How it works. Print as trigger, iPhone as lens

  • The printed calendar pages feature landscapes and intentional negative space.
  • People download and open the dedicated Audi iPhone app.
  • They point the phone’s camera at the calendar page.
  • The app overlays a car into the empty area, turning the page into a live scene.

The interaction is simple, but the effect is surprising because it uses a physical artifact as the interface. The calendar is not just content. It is the marker that activates the experience.

Why this works. A tangible product that earns a second look

This is not augmented reality for the sake of augmented reality. It is a clean integration of print and mobile that rewards curiosity. The calendar builds anticipation with absence, and the app completes the story in the moment you engage.

What to take from it. Designing the reveal

  • Use restraint to create intrigue. Removing the obvious element can be more powerful than showcasing it.
  • Make the physical object the trigger. When the real-world asset is the interface, the digital layer feels earned.
  • Keep the action obvious. Point camera. See result. Low friction beats complex onboarding.
  • Build around a single wow moment. One crisp reveal is often enough to make the experience memorable.

This idea is developed by Neue Digitale / Razorfish Berlin and executed for Audi.

A few fast answers before you act

What is Audi’s augmented reality calendar?
A printed Audi calendar designed to work with an iPhone app, where pointing the phone camera at a page reveals a car in augmented reality.

What is the core creative twist?
It is a car calendar without cars. The car appears only when you view the page through the app.

What role does the calendar page play?
It acts as the trigger. The printed layout and empty space are intentionally designed to be “completed” by the AR overlay.

What makes it effective as a brand experience?
It turns a passive object into an interactive reveal, linking print, mobile, and product desire in one simple action.

What is the transferable pattern for other brands?
Design a physical artifact that creates curiosity, then use mobile to deliver a single high-impact reveal with minimal friction.