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16-30 Vine St, Redfern,

Sydney NSW, 2016

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Lunar New Year
2018

AUGMENTED REALITY

EXPERIENTIAL RETAIL

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:

  1. Augmented Reality Activation

  2. Augmented Reality Treasure Hunt

  3. 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

01

AUGMENTED REALITY
ACTIVATION

See the Dragon come to life in AR, flying majestically around the Square.  Unlock the Grand Finale Content and launch a paper lantern then watch as hundreds of lanterns rise up into the sky.

02

AUGMENTED REALITY
TREASURE HUNT

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 the Grand Finale AR Experience and the opportunity to enter a Dragon Selfie in the competition to win a major prize.

Scanning 15 vouchers unlocks the Grand Finale AR Experience and the opportunity to enter a Dragon Selfie in the competition to win a major prize.

03

LIVE SCREEN MIXED
REALITY EXPERIENCE

By connecting a live camera to World Square’s  Big Screen we built a mixed reality experience where the audience see themselves  interacting with the Dragon on screen . Pat his head, scratch his chin, play hide and seek with him!

CLIENT: VANDAL, SYDNEY

Designed and Directed by VANDAL, Sydney