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Innovation
 

TeAR down this wall

The DDR Museum

Issue 58 | March 2021

Agency

Virtue Northern Europe, No Sleep

Creative Team

Executive Creative Director, Virtue Morten Grubak Creative Director, Virtue Emil Asmussen Creative Director, No Sleep Martin Nørgaard Furze Senior Designer, Virtue Jacob Ziegler Senior Copywriter, Virtue Tao Thomsen Senior Art Director, No Sleep Camilla Ploug

Production Team

Executive Producer Heidi Baltzer Producer Bruno Carvalho

Date

December 2020

Background

History, they say, repeats itself. In Germany, 29% of the population was born after the Berlin wall came down. They have no idea of the injustice of it and the grief it caused.

Meanwhile, half the world’s border walls have been built since 2000.

Idea

To drive a new generation to visit the DDR Museum and explore the impact of the wall, an immersive AR experience was built in Minecraft Earth. Three sections of the wall were built inside the platform. One click brought up a historically correct full-scale model of the wall in its original location or wherever the viewer was located. They could then tear it down.

Other teaching materials were provided to work in tandem with the interactive experience to help teachers talk about the increasing number of walls in the world.

Results

Still awaiting full analysis.

Our Thoughts

Neurologists say that the use of mobile phones by children is the largest uncontrolled experiment in human behaviour in history. Alarmists say phone addiction is a social and a psychological problem. Perhaps the solution, paradoxically, is to embrace what the mobile can do and turn it into a teaching resource? That’s why this campaign seems so important to us. It makes history visible, personal and relevant.