| Title | HOLOQUARIUM |
| Brand | FRANKFURT ZOO |
| Product/Service | ZOO AND AQUARIUM |
| Category |
C03. Use of Social Platforms |
|
Entrant
|
LEO BURNETT FRANKFURT, GERMANY
|
|
Idea Creation
|
LEO BURNETT FRANKFURT, GERMANY
|
|
Additional Company
|
FRANKFURT ZOO, GERMANY
|
Credits
| Hans-Juergen Kaemmerer |
Leo Burnett Germany |
Creative Director |
| Hugo Moura |
Leo Burnett Germany |
ACD Designer |
| Andreas Pauli |
Leo Burnett Germany |
Chief Creative Officer |
| Michael Fluhr |
Leo Burnett Germany |
Designer |
| Viktor Kislovskij |
Leo Burnett Germany |
Creative Technologist |
| Netti Weber |
Leo Burnett Germany |
Agency Producer |
| Conradin Hagedorn |
Leo Burnett Germany |
Agency Producer |
| Katrin Kester |
Leo Burnett Germany |
Head of PR |
| Cornelia Richter |
Leo Burnett Germany |
Artbuyer |
The Campaign
To change this, we used a technology that brings a traditional print ad to life. All that’s needed is a smartphone with QR code reader and a small piece of plastic film. By bending the film into a pyramid and placing it upside down on their mobiles, people created a mini-aquarium with its underwater inhabitants as a 3-D projection.
Creative Execution
All they needed was a smartphone with QR code reader and a piece of plastic film, which was sticked on the ad. By bending the film into a pyramid and placing it on their mobiles, people created a mini-aquarium with its underwater inhabitants as a 3-D projection.
With this "interactive" print ad in magazine ZOO.F we reached over 50.000 children and their parents. They were all fascinated by the 3-D "Holoquarium", with the result that many of them wanted to see the underwater world live in person at Frankfurt Zoo.
A documentary video of the idea spread itself worldwide via social media and generated many likes and posts, but also many new fans and friends for the Frankfurt Zoo.
We used a technology that brings a traditional print ad to life.
Insights, Strategy and the Idea
We placed a print ad in the popular ZooF. magazin, which is distributed all over the city for free. So we reached many families with children with a little foretaste of the next visit to the Frankfurt Zoo.