The Made of Stories campaign breaks away from conventional industry norms with a distinctive approach that merges augmented reality, still-life photography, and computer-generated imagery, all designed to convey a visual narrative that reflects the various facets of the brand’s ethos.

The hidden tales of people embedded within Poltrona Frau furniture are brought to life through multiple layers of storytelling that are revealed via a new narrative technique: augmented reality. This innovative solution, which blends design and technology, allows readers to explore unique dynamic brand content.

By placing their mobile device on the image and scanning a discreet QR code, users can access exclusive video content that breathes life into the printed image by showcasing the untold stories behind the featured product in the print ad. These stories are about the people who design, create and live with Poltrona Frau furniture.

The project was created in partnership with AQuest WPP Group, a company that “has transformed our ambitious communication project into an integrated advertising platform that engages with the audience on multiple levels,” according to Leonardo Allasia, Global Marketing & Communications Director of Poltrona Frau. “In many markets, premium furniture brands prefer the printed page to connect with their clients, but that contact often has a limited time span. We believe that a deeper and more interactive experience is necessary, and this is where the use of augmented reality becomes crucial.”

Credits
Client: Robin Wood
Advertising Agency: Grabarz & Partner, Germany
Creative Director: Florian Kitzing
Art Director: Manuel Wolff
Copywriter: Katharina Kowalski
Illustrator / Photographer: Illusion
Published: February 2016