Lunar New Year
VI used the magic of Augmented Reality to create an award winning activation, which brought World Square’s Dragon Sculpture to life for Lunar New Year 2018. Partnering with Vandal we created an integrated campaign comprising of 3 experiences:
Augmented Reality Activation
Augmented Reality Treasure Hunt
Live Screen Mixed Reality Experience
Winner Gold “Most Innovative Campaign” at the 2018 Shopping Centre Council of Australia Awards in Sydney.
Winner Gold “Best Integrated Digital Campaign” at the 2018 Global ICSC Asia-Pacific Awards in Kuala Lumpur.
Silver “Augmented Reality” at the 2018 AEAF Award.
See the Dragon come to life in AR, flying majestically around the Square. Unlock the Grand Finale Content, launch a paper lantern then watch as hundreds of lanterns rise up into the sky.
Hunt for red pocket decals from participating retailers. Scan the pocket and see it unfold in AR, revealing a voucher for redemption in store.
Scanning 15 vouchers unlocks an exclusive AR experience with the opportunity to take a selfie with the Dragon and enter a competition to win a major prize.
LIVE SCREEN MIXED
By connecting a live camera to World Square’s digital screen, we built a mixed reality experience where the audience see themselves interacting with the Dragon. Pat his head, scratch his chin, play hide and seek with him!
CLIENT: VANDAL, SYDNEY
Designed and Directed by VANDAL, Sydney