WORLD SQUARE LNY19

Tags: Augmented Reality, Campaign, Digital Placemaking

To celebrate Lunar New Year 2019 Year of the Pig, World Square commissioned VANDAL as part of their holistic campaign to deliver an augmented reality retail activation- an associated event of the City of Sydney’s annual Sydney Lunar Festival celebrations.

Curated by Claudia Chan Shaw, VANDAL’s campaign for World Square consisted of The Three (not so little) Pig Sculptures, an Augmented Reality Live Screen Takeover, a Digital Retail Activation as well as print collateral, social media and onsite bilingual ambassadors. 

The Three (not so little) Pigs as Giant Sculptures


Under VANDAL’s direction, World Square commissioned the design of the Three Giant Pig Sculptures which were 3D printed and finished in 3 oh so cheeky poses.

The Three Pig Sculptures quickly went viral and generated 10 million+ views, trending in the top 10 hashtags internationally on Chinese social media platform Weibo.

 

Augmented Reality Pig Boogie


The Three Pig Sculptures were brought to life by means of augmented reality and gave patrons the opportunity to bust their best dance moves with the pigs, live on the big screen.

The augmented dance experience generated an overwhelming response from the public with thousands of people interacting live with the augmented, dancing pigs.

 

“Lucky Pig” Digital Retail Activation


In yet another Australian first, visitors to World Square were able to find, scan & collect lucky red packets with their smart device, unlock exclusive retailer offers and play the Lucky Pig Game for their chance to win daily prizes.

In a remarkable feat, a digital retail activation as such has never before been achieved without the need to download an App.

▼ VANDAL


CREATIVE, DESIGN, PRINT, SOUND
  • CD: Emile Rademeyer
  • EP: Anna Greensmith
  • Snr Designer: Terri Bertakis
  • Snr Designer: Darrin Hanley
  • Snr Motion Designer: Tamara Heath
  • Sound Designer: Nigel Crowley

▼ PRODUCTION PARTNERS


VIRTUAL IMMERSIVE
WEB BASED SCAVENGER HUNT DEVELOPMENT, PROGRAMMING, BUILD & IMPLEMENTATION
AKROMAT

▼ WORLD SQUARE / JLL / ISPT


  • Snr Marketing Manager: Suzannah Nicholson
  • Marketing Manager: Jessica McAneney
  • General Manager: John Fairbairn
  • Curator: Claudia Chan Shaw