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?
Solution
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.
Creative
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.
More NRW Forum
Want to know more, or ask us something?
KesselsKramer invites you to
Sign up to our new newsletter for new work, ideas, thoughts, feelings and the odd rumour.
Have a similar project, problem or communication-need laying about? Would you like us to help? Or, simply like the look of our work and want to know more, get in contact below.