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Craven Augmented Reality

London Zoo campaign from Cravens features Augmented Reality


By The Drum Team, Editorial

April 8, 2010 | 2 min read

The first augmented reality banner adverts for London Zoo have been created by Cravens to promote its new Rainforest Life exhibit which opened at the end of last month.

Using digital media and the advert, one of the zoo’s tropical creatures is brought to life through webcam and screen with The loris seemingly sitting in the reader’s hand.

The agency worked with another North-East based company, Orangepanda, to create the 3D image of the small, nocturnal primate that is usually only found in the rainforests of Southern India and Sri Lanka.

The main campaign broke in March in This is London, Welcome to London, Evening Standard plus the London edition of Metro. The augmented reality banner will be featured online on ZSL London Zoo’s website along with details of Rainforest Life.

Gary Jobe, digital director at Cravens, commented: “The augmented reality banner ad features a video showing the user how it works – then all they have to do is download the marker, switch on their webcam and follow the instructions on screen.

“This rather unique augmented reality banner gives anyone the opportunity to get closer to and engage with a ‘virtual’ slender loris. We hope this will entice them to come and see these shy creatures in their more natural rainforest habitat at ZSL London Zoo,” said Owen Craft, brand manager at the zoo.

Craven Augmented Reality

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