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Augmented Reality Calendar

Agency Network: 
Published/Aired: 
July 2010

Description

The first car calendar without cars. Augmented Reality on your iPhone.

Animator:David Löhr

Direct advertisement created by Neue Lgk, Germany for Audi, within the category: Automotive.

Advertising Agency: Neue Digitale / Razorfish, Berlin, Germany
Creative Directors: René Lamberti, Fabian Roser
Concept: Alexander Ardelean, Steffen Stäuber
Art Director: Kathrin Laser
Copywriter: Stephan Deisenhofer
Designers: Bartosz Elsner Florian Uihlein
Interactive Designers: Jens Lembke, Julien Pietri
Programmers: Dennis Hantke, Dirk Tech (Commsult AG)
Production Manager: Dennis Hantke
Technical Developer: Thomas Karg
Technical Director: Paul Schmidt
Production Company: Commsult AG
Sound Design Company: Powder & Louder HQ Europa, Sebastian Preisendörfer
Printing: Storck Druckerei GmbH & Co. KG
Project Manager: Kristina Klein
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bricard's picture

It's cool to see AR in yet another new area. I liked the A1 idea in February. However, as great, cool, and exciting as this is. Why don't any of the cars move? They added certain effects like the rain, snow, sound of wind and ocean, car starting up, car blinker...but no Audi flying by?

It's not like the person is going to hold the iPhone up to the calendar for 5 minutes and watch the car sit there all the time. Why not have an Audi come creeping up from the distance and go screaming by while leaving a trail of dust and smoke?

bricard
Activity Score 189
velle's picture

exactly my thoughts - this would have taken the calendar to a whole new level!

velle
Activity Score 1550
Copywriter
Guest's picture

and why should download this app? and why should i like to have such an effort, if i can go out and get a calender with cars on every picture? it's not realistic at all.

Guest
JopyCunior's picture

you should download the app because:
-you're an audi fan/client/car enthusiast
-you're getting a free calendar by a cool brand like audi
-the app is free
-you're curious because the empty landscapes tease you

maybe you should just have an iPhone :D

JopyCunior
Activity Score 223
Copywriter
Guest's picture

Yeah I agree, it's a bit of an ask. Ideally iPhone needs to have the ability to display the AR stuff without the app -pull the date down from the web, it's too much of an ask really.

Guest
Guest's picture

I'll second that. Why............

Guest
frahor's picture

I like the idea of switching different images/messages during one month.

frahor
Activity Score 14
Copywriter
Guest's picture

I think that this is a waste of time and a regalur calender would do it better.

I really dont have time for such gimmicks.

Guest
Draper's picture

Wow!

Draper
Activity Score 183
Creative Director
Guest's picture

Assuming all Audi drivers have an iPhone, of course?

Guest
Guest's picture

Great idea if your target audience are owners of iphones very interactive. I don't mind downloading the app, I like it. Send me a copy please.

Guest
jackmancer2017's picture

I wouldn't take the effort to download the app and I don't think many others would either.

jackmancer2017
bricard's picture

Just because you wouldn't, doesn't mean others won't.

bricard
Activity Score 189
jackmancer2017's picture

I know. Can only think for myself though ;-)

jackmancer2017
Ramezani's picture

nice

Ramezani
Activity Score 315
Art Director at Art Director
JopyCunior's picture

great use of online and offline media. damn! :)

JopyCunior
Activity Score 223
Copywriter
Guest's picture

who would ever look at printed calendar through an iphone? So stupid...

p.s. I am an audi fan but would never download the app and then launch it point at printed calendar

Guest
Guest's picture

you can totally tell JopyCunior worked on this..or has some affiliation. this isn't very functional guys, sorry. media FAIL

Guest
JopyCunior's picture

Well, opinions are opinions. Anonymous opinions from Guests are more likely free trolling. Just because I appreciate this work, doesn't mean I have a part in it (this looks more like your way to try to discredit me): I'm not the typical cynical advertising guy that hates whatever isn't his art. Actually I'm more curious about why you're so aggressively against it.
I just said I liked it and motivated my point of view. You didn't. Sounds more like your fail. Sorry.

JopyCunior
Activity Score 223
Copywriter
pez's picture

Well, what can I say, it doesn't amuse me, but it's ok.. If this is made by a brand I like, and they send it home, and I am free and I know there is a world premiere inside the calendar, maybe I should download the app...

pez
Activity Score 1804
Creative Director
Jolanda's picture

Good but not great.
The only added value for the end users is a wow *first* experience, anything else, but I like AR at all :)
Maybe the app will have other new features in the next future or Audi is testing cross media experience, proximity form the Audi fans/customers and the iPhone owners...
I'm curious about their next move.

Jolanda
Activity Score 3
alexander_bickov's picture

Brilliant campaign

alexander_bickov
Activity Score 3281
Guest's picture

a marvelous waist of time!

Guest
AssassinX's picture

I feel like they were just trying to use AR as AR is quite "stylish".

Anyway, this campaign is good.

AssassinX
Activity Score 1329
cef's picture

Its a nice idea. But does it really works? Do all Audi fans have iphone???
its just fun. and shows to client "how the agency works and creates good things for them". what about the feedback?

cef
Activity Score 547
Copywriter
Guest's picture

Hate her nails

Guest
Guest's picture

Good work!

Guest
Guest's picture

wow, i love the animations on the cars!! nice work!

Guest
Guest's picture

Where can you download the app?

Guest
Guest's picture

In the app store......?!

Guest
Guest's picture

не плохо. ещёб вся картинка оживала в айфоне и ракурс меняла.

Guest
velle's picture

it's a freebie - and an invitation to engage in AR, take a leap with us into the future -
even if noone wants to download the app, or has iphone, audi fans would prolly still keep the calendar anyway, or give it away - it'll circulate, build the brand as future-seeing. either way, audi wins.

velle
Activity Score 1550
Copywriter
Guest's picture

We're experienced Augmented Reality developer

try our Augmented Reality demo here:

http://app.zealion.com/ar1/

http://app.zealion.com/ar2/

http://app.zealion.com/ar3/

(Notice: you should make sure you have a webcam installed first, or you will get some explorer error (especially for IE users))

Want to talk more about the Augmented Reality? send me email: info@zealion.com

also welcome other Augmented Reality developers to share.

Guest
dansken's picture

Wow ...soooo stupid. Why not just print the cars on the calendar? That doens't make any sense. I would never download the app...

dansken
Activity Score 4
shaun1800's picture

Very cool, but not practical

shaun1800
Activity Score 293
Copywriter
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