Imagine reading your favorite novel and suddenly hearing the footsteps of a mysterious character or seeing magical visuals unfold right before your eyes. Thanks to an exciting collaboration between the National Library Board (NLB) Singapore, Snap Inc., and creative agency LePub Singapore, that dream is becoming reality. This innovative project introduces Augmented Reading, an immersive experience powered by Snap Spectacles and Snap OS, which transforms how people engage with books using augmented reality (AR).

Currently in beta testing, this groundbreaking initiative is expected to roll out later this year, offering a glimpse into the future of storytelling where technology meets imagination.

The Vision Behind Augmented Reading

At its core, the Augmented Reading experience aims to reinvent the reading journey by combining traditional text with real-time audiovisual enhancements. Readers wearing Snap Spectacles will not only read the words on a page but also experience accompanying soundscapes, ambient music, visual effects, and interactive elements that bring stories to life.

This initiative is part of the National Library Board’s broader mission to inspire learning and ignite curiosity by experimenting with new technologies that enhance public engagement. As Chief Librarian & Chief Innovation Officer Gene Tan puts it:

“We are happy to partner LePub and Snap in this to explore ways to enhance the experience of stories and books for everyone.”

For a sneak peek into this revolutionary experience, check out the campaign video:

How Augmented Reality Transforms Reading

The technology behind Augmented Reading is both innovative and intuitive. Here’s how it works:

• Real-time Text Recognition: The Spectacles scan the book’s text as you read.
• Machine Learning Integration: The system identifies key narrative elements and triggers corresponding effects.
• Immersive Soundscapes: Readers hear suspenseful music, creaking doors, background conversations, or even whispers — perfectly timed to the story.
• Visual Overlays: Augmented visuals, like shifting lights or thematic animations, appear in your field of view to match the narrative’s mood.
• Interactive Elements: Readers can collect virtual artefacts or share their reading experiences, making it a social and exploratory activity.
• This isn’t about replacing books; it’s about amplifying their power. According to Stephan Schwarz, Executive Creative Director at LePub Singapore:

“These glasses are an invitation to rediscover the joy of deep, meaningful engagement with text.”

The Creative Powerhouse Behind the Experience

The development of this world-first Augmented Reading experience brought together an interdisciplinary team from:

• LeGarage: LePub’s innovation hub in Singapore, responsible for blending tech, creativity, and user experience.
• Snap’s AR Studio Paris: The innovation engine that helped turn the idea into a real-world AR experience.

Their collaboration focused not just on creating a cool tech gimmick, but a meaningful, immersive way to connect with stories — something that resonates deeply with readers of all ages. As Sergey Mast, Creative Director at Code & Art, explains:

“Now you can experience the greatest stories ever written but with an extra dimension.”

Why This Matters for the Future of Reading

With the rise of digital media, many fear that traditional reading is losing its appeal. This project aims to reignite the passion for reading by creating engaging, sensory-rich experiences that can especially resonate with younger, tech-savvy audiences.

By bridging the physical and digital worlds, Snap Spectacles are making books feel interactive and alive — something that traditional e-readers or audiobooks haven’t quite achieved.

This innovation also opens new doors for:

• Educators and librarians seeking more engaging tools to foster literacy.
• Authors and publishers looking to push creative boundaries.
• Developers and AR creators, who will soon gain access to prototype lenses in Snap’s Lens Explorer to experiment with their own AR reading experiences.

What’s Next?

The project is currently in its beta phase, with prototypes of Snap Spectacles featuring Augmented Reading Lenses expected to be available at select libraries in Singapore later this year. The initiative will also roll out to the developer community, inviting creatives worldwide to contribute to this evolving platform.

Final Thoughts

The collaboration between NLB, Snap, and LePub Singapore is a bold step into the future of storytelling. By leveraging AR to make reading more interactive and immersive, they’re not only transforming how stories are consumed but also how they are remembered and cherished.

For anyone passionate about creative advertising, innovative marketing campaigns, or cutting-edge tech in storytelling, this campaign is a brilliant showcase of what happens when technology meets imagination.

As AR continues to evolve, it’s clear that the way we read—and experience—stories will never be the same.

Credits:
Client: National Library Board, Singapore
Agency: LePub
Product: Snap Spectacles by Snap inc. – Snapchat AR Studio

This campaign is about:
Augmented Reality, Snap Spectacles, Immersive Storytelling, Creative Advertising, Augmented Books, NLB Singapore, LePub Singapore, Snap OS, AR In Education, Future Of Reading, Interactive Reading Experiences, AR Technology, Snap AR Studio, Marketing Innovation, National Library Board.

For teenagers sending nudes through social media had become so common that it even became part of the slang.
Especially on platforms such as Instagram, snapchat or even messenger. And they felt “safe” because they could always delete them. Or couldn’t they? Little did they know that a picture stays for a moment on your phone but forever on the web. The truth is that online data can not be deleted, and they never become past. So think before sending.

Credits
Brand: Kids@safety by WIND Telecommunications
Campaign: Nude Paintings
Advertising Agency: The Newtons Laboratory, Athens
Creative Directors: Giannis Sorotos
Art Director: Dimitris Vikelis
Copywriter: Daphne Martinou
Account Director: Hara Haritanti
Account Executive: Virginia Kanaki

Credits
Advertising Agency: Ogilvy, Chicago, United States of America

Tags:
Augmented Reality, AR, Technology, Social media, innovation, Digital Campaign, Coronavirus, Snapchat

The outbreak of COVID-19 and the need to implement social distancing measures have hit teens especially hard. They have been cut off from their social circles during their formative years, missed out on key events and have been left searching for guidance on how to be social while social distancing. Identifying this need, AREA 23 brought together Claire’s Place Foundation (Los Angeles, CA), Piper’s Angels (Jupiter, FL), the Bonnell Foundation (Detroit, MI), Attain Health (Red Lodge, MT) and the Boomer Esiason Foundation (New York, NY).

AREA 23 developed a creative, multichannel platform that elevates young people with CF to the role of thought leaders and influencers, providing expert advice to teens as members of The Social Distance Squad. This platform facilitates the sharing of encouraging and inspiring stories, and quick tips ranging from how to stay connected and happy during lockdowns, to how to talk with friends about agreeing to social distancing ground rules to safely visit or get together. They have connected with teens through social media videos, virtually visiting learning institutions, and by providing a direct pathway for young people to share what they are struggling with related to their COVID-19 world and ask for personalized advice from The Social Distance Squad.

“The reaction has been immediate. We’ve seen kids in virtual classes express a different outlook after meeting with the Squad, seeing opportunities instead of frustrations,” said Logan Allanson, AREA 23 Creative Director and Cannes Lions 2019 Grand Prix winner. “And it’s not just kids being uplifted, but teachers and parents too. We could all learn a lot from the Squad.”

The Social Distance Squad first connected with teens in early Spring and has been expanding ever since. Originally, the CF experts partnered with teachers to make appearances in virtual school classrooms across the country, where they led interactive Q&A sessions and shared the tips they’ve honed from their lifetime’s worth of experience with social distancing to staying healthy. As the campaign evolved, members of the Social Distance Squad created and shared video lessons about staying healthy and happy on Instagram, YouTube, Snapchat and TikTok. With the most recent expansion, teens can now sign up for mediated one-on-one and group sessions with Squad members to request expert advice on the areas that have been their greatest concern. As the program continues to expand and evolve, more teens can join the Squad to share their tips and experiences.

“With each iteration, we’re continuing to find new ways for young people and the general public to learn from the Social Distance Squad,” said AREA 23 Creative Directors Andy Gerchak and Pamela Savage. Their cystic fibrosis may put them at higher risk of lung infections, but it’s also made them uniquely qualified to help everyone stay safe and happy.”

“To be able to spread my knowledge and lifelong experiences of social distancing with teens and young adults have been tremendously impactful for both the participants and me,” said Leah Schwanke, a senior member and mentor of The Social Distance Squad. “I hope my lockdown lesson shows teens that you can live a purposeful and happy life while maintaining social distance precautions. Young people need to know that the CF community has been doing this for years. If we can do it and stay happy and healthy, they can do it too.”

In addition to helping young people cope with the newfound challenges of social distancing, the initiative serves to raise awareness and increase understanding among the general public of the strength, innovation and positivity of the CF community.

#SocialDistanceSquad #StayHappyStayHealthy
Source

Credits
AREA 23, an FCB Health Network company
Tim Hawkey – CCO
Jay Gertelman – ACD
Logan Allanson – SVP Creative Director
Andy Gerchak – SVP Creative Director
Pamela Savage – SVP Creative Director
Eduardo Tavares – VP CD Design
Meghan Patenaude – ACD
Roberta Totaro – Art Supervisor
Angela Williams – Copy Supervisor
Lydia Sine – Account Supervisor
Jennifer Ma – SVP Director Integrated Production
Miona Mui – VP Director Integrated Production
Paddy Giordano – Senior Producer
Cassie Diehm – Senior Producer
Keith Haitkin – Senior Producer
Bill Hanff – VP Director Technology and Digital Production
Arthur Daraujo – ACD Art and Design
Emily Carman – Group Art Supervisor
Katelyn Baumann – Senior Art Director
Sarah McKinnon – Art Director
Carolina Sanchez – Junior Art Director
Patrick Egan – Junior Copywriter
Omar Inca – Junior Art Director
Sabrina Koenig – Junior Art Director
Sarah Vallecillo – Junior Copywriter
Ethan Victor – Junior Copywriter
Ronnie Caltabiano – VP ACD
Anna Lopez – VP Senior Producer
KC Dickerson – SVP Group Engagement
Studio Rx, an FCB Health Network company
Paul Belliveau – VP Creative Director Content
Max Wolkowitz – Motion Graphics Designer
Joel Stearns – Audio Engineer
Kelly Rice – Executive Producer
Mara Chase – Producer
Gary Greco – Editor

FCB Global
Fred Levron – Global Creative Partner
Melanie Mitchem – Global Communications Director
Marisa McWilliams – Corporate Communications Manager

Crew Cuts
Gwen Grillo – Editor
Liam Fitzmaurice – Editor
Jesse Samaritano – Editor
Diana Seldin – Editor
Nancy Jacobsen – Producer
Michelle Bellaff – Producer

Open letter from Nordic health company urges social media giants to elevate COVID-19 experts with a special verified badge.
As the COVID-19 still dominates online conversations, social media continues to provide a platform for the infodemic of misinformation. To elevate factual content, Nordic health company Terveystalo is calling on social media giants to launch a special “verified” badge to promote individuals with accurate, unbiased and up-to-date information amidst the ongoing pandemic.

According to research from the Reuters Institute, politicians, celebrities and other influencers are responsible for 20% of COVID-19 related misinformation spreading around social media1. This might seem insignificant but due to social media algorithms content from them gets more visibility and engagement. On Tuesday 26th of May, Nordic health company Terveystalo joined the fight against misinformation with an open letter to social media giants Facebook, Twitter, Google and Snapchat.

The open letter calls for the launch of an icon to recognise and verify scientists, doctors and public health officials who are researching the virus and battling the common enemy with accurate information. The new icon would work in the same vein as verified badges given to celebrities and influencers, providing public health experts with a similarly elevated platform.

“As more and more people turn to social media as their primary source of information, we believe that it is important to ensure that the information found can be trusted. By encouraging platforms to adopt the Essential Influencers icon, we want to do our part in helping the general public find reliable sources among the clutter and unwarranted expression. Even though we are a Nordic company, we believe in acting on a global scale,” says Petri Bono, the Chief Medical Officer at Terveystalo.

The icon’s primary purpose is to help the general public elevate trusted sources such as doctors, scientists and public health officials from the flood of misinformation. Rather than give set criteria for a trusted and essential influencer Terveystalo wants to start a conversation on the subject with the social media channels and suggests seeking advice from for example the top universities and their faculties of medicine.

“As social media platforms have become increasingly popular, it is crucial that these platforms take a more active stand in the fight against misinformation. Covid-19 will not be the last pandemic we will experience, thus striving for a trustworthy system around the public health officials will serve as a long-lasting service to all,” continues Bono.

Credits
Advertising Agency: TBWA\Helsinki, Finland

On Snapchat, as the filter opens, it counts up to 200cm as a reminder for the user to maintain a distance of two meters from others around him/her. If people are too close to the user, the Lens displays a warning flashing ‘STAY BACK. SAVE LIVES’.

Credits
Advertising Agency: We Are Social, UK
Executive Creative Director: Gareth Leeding
Senior Creative: Rob James
Senior Designer: Jenni Smit
Senior Designer: Leon Kesko
Creative Technologist: Sam Cox

Tags:
Digital, United Kingdom, Technology, Public Interest, NGO, We Are Social, United Nations, Innovation, Snapchat, Snap Safe, Social Distancing, Physical Distancing, COVID 19, Coronavirus

The celebratory atmosphere leading up to the festival of lights also paves the way for various Diwali-themed campaigns. Many instantly recognizable names come up with innovative ideas that integrate the festive spirit with their respective individual brand identities. Various campaigns also advocate for an eco-friendly Diwali devoid of crackers and air-pollution. Every brand that launches a happy Diwali advertisement adds its personalized spin to various creative productions.

Here is a list of the Best Diwali Campaigns 2019:-

OnePlus X Snapchat – Taking Diwali to the World | #OnePlusDiwali

ACC wishes you a very Happy Diwali | ACC Limited

Samsonite – #DiwaliKaSafar

Vivo India – Is Diwali, aao karein #HarDilRoshan

Swiggy India – Iss tyohaar, apno ko wish karo Swiggy ke saath. #HappyDiwaliwithSwiggy

Vodafone – Share #YourWordsNotForwards

Seniority – Diwali Wali #ParentalLeave

#BharatKiLaxmi: Let us celebrate the achievements of Nari Shakti

Cadbury Celebrations – What happens when your family forgets to wish you on Diwali.

Swiggy – Why send forwards when you can send soan papdi.

Durex India

Manforce India – Time to blow some fuse.
#celebration #manforce #light #festival

TRRAIN

View this post on Instagram

May the diyas of joy illuminate your life and fill your days with bright sparkles of peace, happiness and goodwill. TRRAIN wishes you a Happy Diwali. #HappyDiwali

A post shared by TRRAIN (@trrain_india) on Oct 26, 2019 at 9:17pm PDT

Mad Over Donuts

Tags:
Best Diwali Ads, Diwali Campaigns 2019, Digital, Social Media, Digital Marketing Campaigns, Best Diwali Campaigns 2019

Students, teachers and industry experts report high school yearbooks continue to be amazingly popular among the digital natives of the Snapchat generation.

Rather than a song or lyric or joke, students are encouraged to donate a “Common Sense Quote,” whether it’s a call to action for legislators or thoughts on what a gun-free environment looks like, as the violence continues unabated.

The campaign includes:

• donateyourquote.com: a website where students can generate a shareable image pledging their commitment by uploading a yearbook photo and their own quoteCommon.
• Sense Quotes: an online video featuring 14 real students’ thoughtful quotes to spread the word to their peers.
• Bound Book: The goal is to amass all the quotes received in a physical book that will be shared with members of Congress to spur common sense gun reform.

“In the quest for common sense gun reform, students around the country are finding their voices. And what better place for them to express their opinions than through a space they’ve been expressing themselves for decades: the iconic student yearbook quote,” said Nick Wilson, Executive Director of States United to Prevent Gun Violence.

He continued, “At States United to Prevent Gun Violence, we support student efforts to make a difference. That’s why it was important for us to get behind these students and this initiative. We want to help amplify student voices around the country so that America can take one more step toward safer schools and a safer society.”

The effort will be supported by high-profile activists in social media and public relations.

John Patroulis, Chief Creative Officer of Grey New York, said, “With gun violence in the headlines and the midterm election days away, States United is looking to high school seniors to lead the way and be the generation that finally makes Congress listen and enact common sense gun reform. There is real wisdom in their quotes.”

About States United to Prevent Gun Violence:

States United to Prevent Gun Violence (States United) is a national non-profit organization founded in 1999 by state gun violence prevention groups. States United is the only organisation representing state-led gun violence prevention groups. Its 32 State Affiliate organizations – together with allies in other state groups – are committed to a 50-state solution to gun violence. States United believes that strong state-based organizations that reflect the unique landscape of attitudes and challenges in each state are essential to building grassroots support and affecting legislative change at the state and national level.

Credits:
Client – States United to prevent gun violence

Nick Wilson – Executive Director
Barbara Hohlt – Treasurer
Stephen White – Operations Manager

Grey
John Patroulis – Worldwide Chief Creative Officer
Rob Lenois – Deputy Chief Creative Officer
Jeff Stamp – Deputy Chief Creative Officer
Leo Barbosa – Creative Director
Cuanan Cronwright – Creative Director
Dan Greener – Copywriter
Shannon Smith – Art Director
Morgan Marc – Project Manager
Elizabeth Gilchrist – SVP, Account Director
Grace Hargrave-Thomas – Senior Account Executive
Christopher Izzo – Senior Digital Producer
Michael Nicosia – Director of Technology
Mariana Scaff – Tech Lead
Liniquer Fractucello – Front End Developer
Fabio Lenzi – Front End Developer
Bruno Azzi – Front End Developer
Luan Lopes – Quality Assurance
Hetal Patel – Marketing Sciences
Kenny Gold – SVP, Director/Social Media
Han Lin – Group Creative Director/Design
Brianna DiFelice – Designer
Colin White – Creative Technologist

John Grudzina – EVP, Chief of Staff & General Counsel
Katrina Dibbini – Counsel
Davis & Gilbert – Outside Counsel

Owen Dougherty – Chief Communications Officer
Courtney Engel – SVP, Activation, Talent & PR
Laura Konopack – SVP, Activation, Talent & PR
Ryan Hallett – VP, Public Relations
Kirsten Schubert – Account Supervisor, Public Relations

Townhouse Production Agency
James McPherson – Chief Production Officer, NA
Tania Salter – Head of Integrated Production
MJ Soler – Integrated Producer
Adam Defrin – Director
Amanda Rodriguez – Producer
Lauren Kulchinsky – Head of Creative Content
Tom Brink – Director of Photography
Steve Hafner – Editor
John Dillon – Producer
Michaela Moriarty – Producer
Dante Desole – Sound Engineer
Nina Pratt – Casting Director
Cecelia Critchley – VP, Executive Business Affairs Manager
Kurt Steinke – Music Producer

James McPherson – Chief Production Officer, NA
Tania Salter – Head of Integrated Production
MJ Soler – Integrated Producer
Adam Defrin – Director
Amanda Rodriguez – Producer
Lauren Kulchinsky – Head of Creative Content
Tom Brink – Director of Photography
Steve Hafner – Editor
John Dillon – Producer
Michaela Moriarty – Producer
Dante Desole – Sound Engineer
Nina Pratt – Casting Director
Cecelia Critchley – VP, Executive Business Affairs Manager
Kurt Steinke – Music Producer

Hogarth Brasil – Telecine Company

Luca Leocadio – Colorist
Paul Schneider – Producer

Asche & Spencer – Music Company

UNICEF, through their ‘What Excites Us Unite’s Us campaign also invites the world to team up with the refugee kids and migrant kids as they express their love for football by accepting the #LongestGoal challenge. What’s more? Your GOAL has a chance of being broadcast during World Cup, LIVE on billboards that will stream across the world!

UNICEF wants to break barriers to love through football, a game that brings people irrespective of their individualistic attributes or privilege together as fans, players, prodigies, or fanatics. UNICEF brings the celebrations on the ground to your screen where you can cheer and support the same seven flag colours. All you need to do is, shout goooooaaaaallll with #LongestGoal. The longer you shout, the longer your Snapchat lens and its amazing 7-colour animations will last. The more effort you put into it, the louder is the effect of the soundtrack and animations. When you’re out of breath just share your #LongestGoal with your friends and keep playing!

Credits:
Campaign: What Excites Us, Unites Us | #LongestGoal
Agency: 180LA
Client: UNICEF
Director of Communications: Paloma Escudero
Uprooted Campaign Lead: Marta Arias
Digital Communications Specialist: Hugh Reilly
Digital Communication Officer: Nicholas Ledner
Senior Producer: Priyanka Pruthi
Web Editor, Digital Strategy: Leah Selim
Social Media Content Lead: Kavervir Sidhu
Internal Communications Lead, Digital: Codi Trigger
Ambassadors Manager, UNICEF Spain: Silvia Murias Sanchez

Agency: 180LA
Chief Creative Officer, CEO: Al Moseley
Creative Directors: Brian Farkas, Tylynne McCauley
Head of Production, Executive Producer: David Emery
Strategist/ Producer: Cecelia Girr
Digital Producer: Eric Shumny
Account Manager: Cecelia Girr
Account Manager: Marissa Mackel
Director of Business Affairs: Loretta Zolliecoffer
Copywriter: Marisa Milisic
Art Director: Sarah Romanoff
Jr. Art Director: Yugendu Vyas
Jr. Copywriter: Caleb Couturie
Content/ Editor: Johan Hesselgren

Production Co.: Caviar Madrid
Director: Carlos Luque
DP: Jorge Roig
Executive Producer: Alfonso Cazalilla
Producer: Federico Tonizzo
Shoot Location: Hortaleza, Madrid
Shoot Date: May 15-16th, 2018

Editorial Company: Pixel Power
Editor: Pablo Piriz
Head of Production: Rob McCool
Completion/Special Effects
Colorist: Moving Picture Company
Executive Producer: Meghan Lang
Producer: Rebecca Boorsma
Colorist: Dimitri Rajapakse

Recording Studio: Beacon Street Studios
Mixer: Amber Tisue
Mix Producer: Kate Vadnais

Digital Activation Company: MediaMonks
Managing Director: Jason Prohaska
Executive Integrated Producer: Simon Joseph

This article is about:
Digital, Netherlands, Public Interest, NGO, Unicef, CLIO 2018, Snapchat, MediaMonks, Beacon Street Studios, Pixel Power, Caviar Madrid, UNICEF, #TheLongestGoal, 180LA, Soccer, Football, Snapchat Lens, World Refugee Day, FIFA World Cup, United States, Migrant children, multilingual campaign, Sergio Ramos, Second World War, Spanish national football team, #WorldCup, Refugee players, The Longest Goal

The results are eye-opening: One character at 90km/h makes you miss 19,75 meters. That makes 26,33 meters at 120km/h. Needless to say, your text messages are longer than you think: ‘Almost Home’ is 10 characters, but 289 meters as well. ‘On my way’, 7 characters, but 236 meters. And these are just the shorter kind of messages people keep texting behind the wheel. Longer messages are quickly reaching 1 kilometer. Stunning, keeping in mind that 1 fraction of a second of inattentiveness can have serious consequences.

A new take on road safety campaign: Driving blind. – Blindmeters

Texting and driving are dangerous. We’ve all heard it before in numerous road safety PSA campaigns. We still do it, though. Because ‘it’s just a quick text message’, just a ‘little post on Facebook or Snapchat, or Whats app, or whatever… ‘. But, honestly, does it even exist, ‘a quick text message?’ Because when you send text messages behind the wheel, you are driving blind.

Geoffrey Hantson, CCO of Happiness Brussels, an FCB Alliance, said: “In order to change that behavior we wanted to literally let people experience how many meters they are actually driving blind. Because even though most people know, nobody really realizes how many meters they are really missing.”

Data, data, data
This campaign connects different databases, layered on one website. Thomas Coliers, head of technology added: “The website combines data from different map sources which allows us to render text along roads on top of satellite imagery. One source is used as the primary visual layer for the map, another source allows us to use the geometry data of the roads, together with speed limits and other important data to be able to “write” on these roads. The font on the website is custom-made for the purpose of being able to dynamically stretch.”

Covered in the whole of Europe

The campaign was created by the duo of Happiness Brussels and OVK/PEVR (Parents of Road Victims), who took home Bronze at this summer’s Cannes Lions for their “Behind the Numbers” radio spot. The platform is supported by a fully integrated media campaign, with a television and cinema commercial, and social films of people walking the distance of their last text message. The campaign initiated in Belgium and will spread amongst different European countries.

Credit list:
Campaign: Blindmeters
Client: OVK – Ouders van Verongelukte Kinderen
Contacts: Koen van Wonterghem, Ellen Ruys
Agency: Happiness Brussels
Executive Creative Management: Karen Corrigan CD: Geoffrey Hantson
Creative Coach: Katrien Bottez
Creation: Roxane Schneider, Pieter Claeys
Group Account Director: Hans Smets
Account manager: Tine Van Hasselt
Design: Dries Lauwers
Typographer: Edouard Schneider – Edsnor
Agency Producer: Bart Vande Maele, Sophie Gunsbourg Digital Production : Bliss Entertainment
Digital Producer: Kris Van Wallendael
Head of Technology: Thomas Colliers
Sound Production Company : Raygun
Composer: Peter Baert
Film Production : Latcho Drom
Producers: Jeroen Berx, Efrosini Spanoudis
Director: Christopher Ross-Kellam
DOP: Edgar Dubrovskiy
Grading: Moxy
Head of motion : Remke Faber
Editor Social film: Simon Schuurman, Matthias Vandenbosch

This Campaign is about:
Google maps, Technology, Tech, Innovative campaigns, Brand Innovations, Blindmeters, Happiness Brussels, Digital innovations, Road safety campaign, Driving, Facebook, Snapchat, Media campaign, Radio Campaign

Nicorette is a brand that has its reach in many places across the globe. The products manufactured by Nicorette are based on Nicotine Replacement Therapy. They help smoking addicts get rid of their abnormally high dependency on cigarettes. In a recent augmented reality-based campaign in London, Nicorette partnered with a slacklining instructor named David. David himself used to be someone plagued by smoking and had quit his habit in 2016. The campaign called ‘Augmented Reality – Nicorette’ was executed at the Kings Cross station in London.

The brains behind the design of the campaign come from 3rockAR. The company designs AR based campaigns for different clients. As detailed in the promo, Nicorette gave commuters at the King Cross station a chance to experience the thrill of being like David. By the virtue of augmented reality, the commuters were given a glimpse of what it feels like to perform slacklining.

We feel that Nicorette made judicious use of the technological advancement at hand. The brand not only made a name for itself but passed on the following thought-provoking message: What would you start if you quit smoking for good?

Coca-Cola Augmented Reality Stockholm Mall of Scandinavia 2018

Coca-Cola is a brand that needs no introduction. Ever since 1886, the brand has sold carbonated beverages in different parts of the world. The 132-year-old origin of the brand traces back to the United States, but the brand’s geographical reach has expanded exponentially over the years. In a recent campaign held at the Mall of Scandinavia, the brand made use of Augmented Reality. The campaign was targeted at inculcating the habit of recycling used coke cans.

As portrayed in the promo designed by 3rockAR, coca-cola cans and bottles came to life and allowed the bystanders at the mall to dispose them with their hand gestures. The message displayed at the end of the campaign was to keep it going and recycle.

We feel that it was about time that a brand as big as coca-cola made use of Augmented Reality in one of their campaigns. The call-for-action at the end makes the whole initiative even more worthwhile.

Brioche Pasquier Augmented Reality London 2017

Brioche Pasquier is a famous agri-foods brand based in France. Some of the types of bread manufactured by Brioche Pasquier are popular across the globe. Recently, in a campaign executed at the Kings Cross station in London, the brand spread the message of fitness in an innovative way. The Brioche Pasquier Augmented Reality campaign in London encouraged the commuters at the station to get in shape by performing some basic exercises.

As displayed in the promo designed by 3RockAR, a Brioche Pasquier bread came to life and acted as the exercise instructor for the bystanders at the station. This augmented reality-based campaign spread the message of fitness while being as goofy as possible. At times, commuters were even told to dab to the instructions of the virtual packet of Brioche Pasquier bread.

We believe that in this era of technology, the advertising agency is looking at a very bright future. The fact that some well-known brands are already tapping the vast potential of augmented reality is pretty exciting!

Kellogg’s Augmented Reality Island Adventure by Blippar

Kellogg’s is a food manufacturing brand based in the United States. It is best known across the globe for its breakfast cereals. In a recent campaign, Kellogg’s turned its cereal packagings into adventure islands. Blippar, a London-based technology company that specializes in augmented reality acted as the brain behind the interactive Kellogg’s cereal boxes.

The promo video for the campaign showcases different interactive games designed by Blippar. All the games not only act as sources of fun but also instill educational learning in children. The whole ideology behind the campaign was to enable kids to learn things using Augmented Reality and to give them the needed push to go back to school. The interactive campaign has been pushed out for over 16 million boxes of different Kellogg’s breakfast cereals.

We feel that Kellogg’s has picked up an interesting subject as the basis of this campaign. The added flare of augmented reality takes the execution of the idea another notch!

Bareburger + Kabaq – Snapchat marketing campaign

Ever since its foundation in 2009, Bareburger has been a food chain that primarily manufactures burgers. However, unlike other food chains, Bareburger takes an organic approach to all its products. In a recent augmented reality-based campaign, Bareburger has declared its active attempt to replace paper menus altogether.

As displayed in the promo, Bareburger gives users the power to open Snapchat and view real images of food items using augmented reality. KabaQ 3D Food is responsible for the development of the Snapchat based 3D menu-display. In the beginning phase, the campaign is restricted to 4 burger types. However, advancements can certainly be expected in the future.

We think that augmented reality can drastically change the restaurant dining scenario in the near future. Bareburger’s attempt to replace paper menus with 3-D food displays is just the beginning!

This Articles is about:
Augmented reality, Bareburger, Snapchat marketing campaign, KabaQ, Snapchat, Kellogg’s, Blippar, Technology, Brioche Pasquier, Augmented Reality campaign, AR, Coca-Cola, Fitness, Nicorette, London, Digital Campaign, Best AR campaigns, Brand Marketing

Rajiv Dingra, Founder and CEO, WATConsult said, “We are very delighted to welcome Domino’s India Pizza in our bouquet. The space that Domino’s India operates in is a very complex and extremely competitive one thus we are looking forward to produce some really exciting work in the coming future.”

Commenting on the development, Mr. Anand Thakur, Chief Digital Officer, Jubilant FoodWorks Limited said, “We are delighted to announce that we have selected WATConsult as our digital media partner after a rigorous selection process. We believe their innovative approach will take the brand to the next level. Through this collaboration, we look at harnessing their rich experience in digital space to strengthen and expand our digital outreach”.

WATConsult has always been in talks for winning awards nationally and internationally as it has won more than 200 awards including a GRAND PRIX at Prague International Advertising Festival. It is the only Indian Digital Agency to have made its way to Cannes Lions 2018.

1. Instagram over Snapchat and Twitter

2017 was a disappointing year for Twitter. Despite the big change of increasing the character count from 140 to 280, they didn’t see much increase in traffic and instead received backlash for letting go of their USP.
For Snapchat, it was a year when they lost badly to Instagram with Insta Stories gaining more traction and usage than Snapchat stories. Even the Live feature on Instagram provided them with an edge and they reported a record 800 million users every day.

Thus it is clear, that in the race of social media platforms, Instagram has an edge over two competing mediums and we can expect it to be the “go-to” social media platform of 2018.

2. Influencer Marketing is here to stay… and grow

For quite some time now, influencers have been gaining popularity as a marketing trend. Predominantly used on visual mediums like Instagram posts or YouTube videos, they are an efficient channel to start the conversation about brands. Studies suggest that in 2017, almost 84% brands opted for one or the other form of influencer marketing for their brands. With investments showing returns and consumers depending on feedbacks and reviews from their cherished influencer, this trend will become stronger in 2018.

3. Integrating Messaging Apps into Brand Communication

It is very commonly known that the most used messaging apps today are Facebook Messenger and Whatsapp. Consumer, the people, are increasingly becoming comfortable at platforms where they can chat and tell. We have chat messaging options in apps like Zomato, Pizza Hut, Asian Paints to name a few. This trend is here to stay with brands now even looking at chatbots to include in-built messaging platforms on their websites and/or apps.

4. We want Video

Video content catches attention, primarily because it is easy to comprehend and any form of information can be presented in this format. Swiggy has been using videos to show its collected statistics of food delivery habits, whereas social media site Buzzfeed has used video commentary to raise awareness about injustices ailing our society. With Live videos and 360-degree videos in the picture, there are literally hundreds of way in which brands are harnessing the power of on-demand video and related content.

5. AI is the Future

As per suggestions by Adobe, AI and specifically, the use of behavioral marketing is the next thing to watch out for. This means artificial intelligence will do the job of analyzing and interpreting huge scores of data and consumer habits and will accordingly churn out customized marketing messages to cater to each customer. This well help marketers to capture more customers in an efficient manner. It is also expected that the AI Chatbots will take over the app market soon.

This Article is related to:
Technology, Digital Trends, Latest technology, AI, Social Media, Buzzfeed, Integrating Messaging Apps, Instagram, Snapchat, Twitter, Influencer Marketing, Artificial intelligence, Facebook, Whatsapp, Zomato, Pizza Hut, Asian Paints, Digital Marketing

McDonald’s joined hands with Snapchat in its most innovative application process to attract job applicants in the age group of 16-25 which is also the section that most uses Snapchat. #Snaplications aims to attract 250,000 millennial to be a part of their fast food chain in Australia, making the application process innovative and engaging.

Seeking to attract cheerful and positive millennial for their fast food joint, McDonald’s innovation has definitely drawn a lot of attention to them. They received a staggering 2849 Snaplications on the first day alone.

Through the 10-second Snapchat video, they aim to find the right candidate for the job, and all that the candidates need to do is tell them why they want to join McDonald’s – Australia’s fastest growing fast food chain.

This creative measure will doubtless go a long way in hiring many more young talents in Australia.

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This mother’s day, American Greetings try to #givemeaning through a beautiful message in their advertisement. The advertisement does not fail to bring out the emotions behind Mother’s Day. The use of the right words to express feelings is imperative and American Greetings, through their Mother’s Day 2017 campaign, tries to bring out this message. So this Mother’s Day, share a greeting card with your mom with a meaningful message that tells her exactly what she means to you. Trust us; a greeting card is all it takes to put a smile on a mother’s face.

Credits:
Brand: American Greetings
Agency: MullenLowe
Managing Partner Chief Creative Officer: Mark Wenneker
Executive Creative Directors: Tim Vaccarino, Dave Weist
Creative Director: Andrea Mileskiewicz
Creative Director: Blake Winfree
Creative Director/Copywriter: Allison Rude
Creative Director/Art Director: Brian Leech
Executive Director of Integrated Production: Lisa Setten
Director of Broadcast Production: Zeke Bowman
Senior Broadcast Producer: Vera Everson
Assistant Broadcast Producer: Kimberly Reid
Business Affairs Manager: Felicia Simmons
Group Account Director: Rebekah Pagis
Account Director: Jessica Zdenek
Production Company: Park Pictures
Director: The Mercadantes
Executive Producer: Scott Howard
Line Producer: Timory King
DP: Daniel Mercadante
Editorial: PS260 West
Editor: JJ Lask
Junior Editor: Colin Reilly
Junior Producer: Marlinda Walcott
Executive Producer: Carol Dunn
VFX: MPC LA
Lead VFX Artist: Cynthia Lee
Producer: Sarah Laborde
Executive Producer: Elexis Stearn
Licensed Music Track: “Traveling”
Composer: Goldmund
Audio Post: Eleven Sound
Merlin SC Distribution
Sound Design/Mixer: Jeff Payne
Assistant Mixer: Jordan Meltzer
Executive Producer: Melissa Elston

EHarmony – Because there is someone out there for everyone

The advertisement brings out the hesitance of mothers when they go back to the world of dating. #eHarmony comes to the scene here to highlight the fact there is a right person out there for everyone. There is a website where you can find like-minded individuals who would understand you rather than judging you. This is a very practical scenario where a woman with a kid struggles to find somebody good enough for her, and the message resonates with us thoroughly. So this mother’s day, let your mom know that she deserves to have someone in her life who makes her happy because there’s someone meant for everyone.

Credits:
Directed by Sheridan O’Donnell
Production Company: Hardline Films
Client: eHarmony
Campaign: eHarmony- Someone For You

Strong moms with sick kids – More power to you with GetBetterGifts.CA

This advertisement brings home the fact that how strong some mothers have to be when their children are sick and possibly in the midst of some untreatable condition. It’s a very heart-rending video that makes us see the massive strength that these women possess to go through something so enormous and still contain the fight in them to go on day after day. So this Mother’s Day, let us be the source of strength for some mothers and give them the courage to get up, dust themselves off because tomorrow will be a much better day.

Stand with these strong mothers with GetBetterGifts.CA

Credits:
Agency: Cossette Toronto
Client: SickKids Foundation

This Mother’s Day Stay Giant with Brawny

This lovely advertisement shows all that the word MOTHER stands for. They are always standing tall and straight for their kids. This ad shows how moms go through different roles and responsibilities during a day. Taking excerpts of Snapchat videos from real life parents, this advertisement just nails it completely.

Therefore the slogan in the end rightly puts says “Once a mother, always a giant.” This small message from Brawny actually summarizes all the ordeals and lives of mothers in a very precise and articulate manner. So this mother’s day, stay giant with Brawny Paper Towels.

Credits:
Title: Once a Mother, Always a Giant
Agency: Cutwater
Campaign: Stay Giant
Advertiser: Brawny
Production Company: Karen X
Director of Photography: Benjamin Von Wong
Chief Creative Officer: Chuck McBride
Associate Creative Director: Aaron Sanchez
Art Director: Rebecca Schefkind
Copywriter: Kristi Lira

This mother’s day, #SwearLikeAMother | Kraft Macaroni & Cheese

The Mother’s Day special advertisement by Kraft Macaroni and Cheese touches upon the everyday stress that a mother faces. One of the things being NOT swearing in front of their kids. The advertisement is hilarious because it teaches interesting ways of swearing in front of children. This way you take your frustration out but don’t really become a bad influence on your kids.

It is a very creative commercial that brings humor out of the daily problems faced by women once they become mothers. The #SwearLikeAMother book is a nice gesture from Kraft Macaroni and Cheese that is making their lives easier through their product as well as their small gift.

CREDITS
Client: Kraft Macaroni & Cheese
Campaign Title: Make It Right
Execution Title: Swear Like a Mother
Agency: CP+B, Boulder
VP/Chief Creative Officer: Ralph Watson
VP/Executive Creative Director: Adam Chasnow
VP/Creative Director, Art Director: Dave Steinke
VP/Creative Director, Copywriter: Peter Knierim
Senior Integrated Producer: Annie Turlay
Production Company & City: Hungry Man, NYC
Director: Hank Perlman
Director of Photography: Mott Hupfel
EP/Managing Partner (Production Co): Kevin Byrne
EP/Director of Sales (Production Co): Dan Duffy
Line Producer/Head of Production (Production Co): Julie Kopitsky
Editorial Company & City: 11 Dollar Bill, Boulder
Editor: Jess Weber
Colorist: Clark Jackson
Graphics/Compositor: Christian Robins
Producer: Lisa Effress
Mix & Sound Design Company & City: Soundspace, CO, Boulder
Sound Design & Audio Engineer: Matthew Polis
VP/Managing Director: Devin Reiter
Group Account Director: Rob Hofferman
Content Supervisor: Anne Crosby
Content Manager: Ashley Huehnerfuss
VP/Group Strategy Director: Kaylin Goldstein
Associate Planning Director: Dominic Hanley
Senior Business Affairs Manager: Joanna Lee
Project Manager: Laura Crow
Agency: Alison Brod Marketing + Communications
Agency: Starcom

Dogs – a woman’s best friend

“Don’t need a man when I come home / ‘Cause my bed is a literal bone zone.”

This advertisement brings another facet of motherly love to light with the #DogAnthem . Dog Moms are demonstrated to love their dogs as much as a mother loves her newborn baby. The “Dog Anthem” rap is light & fun, but this advertisement successfully underscores how women only need a dog in their lives to make up for all kinds of absences. According to the Dog Mom’s, men are superfluous if they have a pup around them. Period! So let us all women make shower our love on one of these very faithful creatures and bring our motherly instincts to the fore.

Lyrics:

Wake up in the morning my dog’s on a routine
Walk him in my jammies don’t care if I’m seen

Covered in fur, poop bags in my pocket
I know I look good so don’t get a red rocket.

Casually strollin with a turd in my hand
Wondering where the hell’s the closest trash can

Peeing everywhere Brooklyn Bridge to the Rockies
He’s Markin’ territory – s’what we do on our walkies

Never leave the house without my lint roller
Hell yea I got a geriatric pug in this stroller (Kirnan with Noodle in a stroller)

His instagram is popping I don’t mean maybe
He gets more likes than my sister’s baby

If you’re a dog mom here’s your camera roll
It’s just my dog’s face no matter how far you scroll

Storage is full? I’m like, psh, Siri please.
That’s why I rock him on my wall, shirt and keys

CHORUS:
If you’re a dog mom, put your hands up
This song’s for all the ladies who provide for their pup

When you’re a dog mom this is what you do
Cause they say you’re not my baby and I know it ain’t true

Went to the vet cause her poop was volcanic
We put her on a diet now that shit is organic

Bought him elevated bowls I’m a boss breadwinner
Now he doesn’t strain his neck while he’s eating his dinner

Toys & chews that’s where I’m throwin’ my paper
Don’t forget treats! It’s turkey-duck flavor

We poppin’ bottle service at the dog-friendly joints
if i cant bring my dog then I just don’t see the point

Here’s an invitation and don’t be tardy
I’m goin’ all out for my dog’s birthday party

Show up lookin fly & we’re sippin’ on Titos (Zoe)
She’s the life of the party: “And her paws smell like Fritos!”

CHORUS:
If you’re a dog mom, put your hands up
This song’s for all the ladies who provide for their pup

When you’re a dog mom this is what you do
Cause they say your not my baby and I know it ain’t true

Feeling mad pride when he rips out the stuffin’, i even give props when he doesn’t do nuthin
*spoken* You’re amazing

On my nanny cam while I’m in a board meeting,
Wonder what she’s doing “OH GOD WHAT ARE YOU EATING”

Reunited coming home, yo that shit is sacred
When i take off her collar, it looks like she’s naked!

So bomb at belly scratches, i’m like a dog masseuse
And I know he ‘ppreciates cause he brings me his Moose!

Don’t need a man when i come home
Cause my bed is a literal bone zone.

Fall asleep to the sound of you licking your parts
But you wake us both up when you’re scared of your farts

Can’t wait to wake up and do it over again
Say it with me now: DOGS ARE WOMAN’S BEST FRIEND

Ha! Ha! We out!
But we immediately want to come back in again.

Credits:
Written and Performed by: T-Spoon and ZZtophalf
Audio track and mixing/sound engineer: Billy Conahan
Produced by: Lisa Bernier + BARK
Video produced by: Katie Heller, Zoe Costello, Katie Kirnan, Wheaton Simis, Tim Skinner, Ally Nesmith, Lisa Bernier, Stacie Grissom + BARK
Edited by: Gen Liu

#AllHailMom, a tribute to all the strong women in history

#AllHailMom is a tribute to the strongest women in history who made their mark on the world in some way or another. Mothers are the real heroes during the lifetime of a child, and they never shy away from any kind of work no matter how backbreaking or stereotypically “manly” it is. This advertisement is one such homage to all these women in which kids of all ages declare their love & admiration for their mothers. So this Mother’s Day, let your moms know that they are the real heroes in your life.

Credits:
Client: Carhartt, Inc.
Agency: Carhartt Creative Department
Creative Director: Brian Bennett
Art Director: Ron Harper / Travis Yarrington
Copywriters: Brian Bennett / Dan Catterson
Producers: Chris Robinson / Matt Cleary / Tye Alexander / Brian Andrew Mendoza
Production Company: Pride of Gypsies
Director: Brian Andrew Mendoza
Director of Photography: Thomas Scott Statton
Editor: Brian Andrew Mendoza