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City of Chicago and Snapchat: AR Masks by Ogilvy

Agency: Ogilvy
Date: Aug 2020
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To encourage Chicago residents to wear masks when in public, Ogilvy Chicago and the City of Chicago today launched a first-of-its-kind Snapchat augmented reality lens that deploys a new technology that only allows users to unlock the lens when they put on a mask. The social media platform is popular amongst Millennials and Gen Zers, a demographic that has seen a recent rise in Covid-19 cases in Chicago, and therefore the City believes is key to combatting the spread of the virus in the city.

Known for offering its users 'Easter eggs,' or hidden surprises found only through unique codes, Snapchat collaborated with Ogilvy Chicago to design an AR lens that is 'quintessential Chicago.' The City worked closely with Snap Inc. and Ogilvy to produce, refine and complete the new designs to ensure they were aligned with the City’s current public health awareness initiatives, specifically the ‘We Are All One Team: Team Up, Mask Up’ campaign.