The digital arm from Saatchi and Saatchi, AtPlay, has been the first agency in South Africa to implement the much hyped up, but very cool, new technology called Augmented Reality. AtPlay produced a work where you would get a flyer, show the flyer in front of a Mac at the Apple store (they made a deal together), which would then show how Wordsworth books “Come to life.” We think it’s a great campaign and it’s fantastic that AtPlay has taken the lead with the technology, being the first to use this tech.
If you don’t know too much about augmented reality, click through for a little more.
Wikipedia says augmented reality is:
Augmented reality (AR) is a field of computer research which deals with the combination of real-world and computer-generated data (virtual reality), where computer graphics objects are blended into real footage in real time.
At present, most AR research is concerned with the use of live video imagery which is digitally processed and “augmented” by the addition of computer-generated graphics. Advanced research includes the use of motion-tracking data, fiducial markers recognition using machine vision, and the construction of controlled environments containing any number of sensors and actuators.
In laymans terms it means: When you point your device (such as a mobile phone) to an object (such as a statue), your screen will automatically pick up that you are point to an object (such as The Eiffel Tower) and show you more data onscreen about it. Imagine pointing your phone to a billboard, on your screen a whole new sub menu and navigation pops up. Pretty darn awesome. PetitInvention blog as some more pics on how it can be useful in other scenarios.
The AtPlay team who conceptualized, designed and produced this is Sammy-Jane Thom, Jenna MacGillivray, Alan Cronje, Marlin van Noie and Justin Stobbs.