Agency Network: 
September 2011


Dentsu Canada has created a unique augmented reality experience at Indigo, Chapters and Coles bookstores across Canada. Using the newest technology in mobile apps: markerless AR, the installation promotes the release of Kenneth Oppel’s novel, This DarkEndeavour. Participants can also experience a similar augmented reality animation using their webcam at home.

Augmented Reality Development: SplitElement Inc.

Ambient advertisement created by Dentsu, Canada for HarperCollins, within the category: Media.

Advertising Agency: Dentsu, Toronto, Canada
Executive Creative Director: Andy Manson
Art Direction: Andy McKay
Writer: Shelly Dwyer
Producers: Cameron Moffat, Dave Medlock
Animation: Pyramid Attack
Sound Design: Randy Knott
Audio Production: Grayson Matthews
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Lawson Hembree's picture

Nice and innovate idea! I can't wait to see more campaigns like this as technology continues to evolve and become commonplace.

Lawson Hembree
Activity Score 444
Madibaman's picture

The idea's great but I look forward to AR graphics being much better than the cheap looking throwback to the late 80s video game feel it has right now. Personally, the graphics themselves killed the idea completely for me.

Activity Score 110
Creative Director
dean viii's picture

It's not horrible, but there's no big concept to it.

dean viii
Activity Score 1686
Creative Director
Ron Burgundy's picture

I know your looking for idea integration, but I think personally the AR medium is going to be branded experiential driven.

Ron Burgundy
Activity Score 1630
Art Director at Southern California
Hellraiser Freak's picture

It's not too bad, good concept.

Hellraiser Freak
Activity Score 23
Art Director at Salvation Army Employment plus
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