Hold your Lion - Proximity BBDO Brussels

Background

Every year, just before the Cannes festival, PUB, Belgium’s leading advertising magazine, has a special Lions issue. BBDO Proximity were asked to design a suitable cover.

Idea

The agency used the brief as an opportunity to create the first augmented reality magazine cover. It gave readers the chance to see what it would be like to pick up a Lion, even if they weren’t able to go to Cannes themselves in this year of crunch and crisis.

They were directed to www.holdyourlion.com where all they had to do was strike a winner’s pose in front of their webcam holding their PUB cover and the ‘Augmented Reality Engine’ did the rest.

They could load the picture up onto their Facebook pages or send it on to their mates in other agencies. And plenty did.

Results

Within two days, creaives in China were showing off their ‘Lions’ and blogs all over the world invited their readers to go to holdyourlion.com and give it a go.

3,000 people created images of themselves holding a Lion. And PUB was able to boast it was the first magazine in the world to feature an augmented reality cover.

Our Thoughts

Having never won a gold lion I like this a lot. (NB: Dave has won Golds pretty much everywhere else, the Grand Prix at The Caples but only a measly Silver at Cannes.) As creatives we all like the thought of picking up any lion and this, through the cover of magazine and a bit of augmented reality trickery, allows me to do just that. Nice to know I wasn’t the only one to have a quick look at what I looked like with a Gold.