Our brief was to create a compelling press campaign for Wellington Zoo promoting their Close Encounters Tours. These tours allow the public to come face to face with the zoo’s animals, inside their enclosures. We brought to life just how close to the animals you could get on these tours by creating New Zealand’s first ‘augmented reality’ print campaign. When people viewed the pattern on the print ad through their mobile phone they saw a virtual 3D animal they could explore from any angle. This campaign has shown in a world first that the way people interact with print advertising is about to change. This is only the beginning.
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