In 2021, the NRW Forum in Düsseldorf hosted the world's first AR (augmented reality) Biennial. Unlike regular outdoor exhibitions, the AR Biennale requires visitors to take out their phones, download the app and see the artworks through their screen. How can a campaign make them pass the threshold for doing so?
Engaging visitors to play around with AR themselves. The AR Biennale used a shiny, three-dimensional and (most importantly) digital logo. Besides using the AR Biennale logo on posters, film and social media it was transformed into an AR filter. Allowing people to play around and stimulate their appetite for more AR.
The campaign stayed in line with the rebellious spirit of NRW Forum. In posters and film the giant AR Biennale logo interrupted everyday activities in the park. The AR Biennale's app navigation consisted of scribbles and doodle-style illustrations representing the artworks.
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