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Samsung Thailand raises awareness of endangered animals with SanctuARy experience

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By Dani Gibson | Senior Writer

January 24, 2020 | 4 min read

Samsung is on a mission to raise awareness of Thailand’s most endangered animals, having launched a unique AR experience entitled Samsung SanctuARy.

Working alongside WeAreSocial Australia, Samsung's augmented reality project warns of the endangerment of Thailand’s rarest species. 16 of Thailand’s top creators came together to create 10 artistic representations of native endangered animals, using the AR Doodle feature on the Galaxy Note10.

From 14-year-old up-and-coming talents to established artists, the work was accessible through Facebook Messenger’s AR capabilities.

samsung thaliand AR

Samsung team up with Thai creators to stand up for endangered wildlife with AR experience

Launched in Thailand’s urban jungle of Bangkok, on the rooftop garden of Samyan Mitrtown, visitors are prompted to scan a code to access the AR experience via a Messenger bot. The AR lens then puts the endangered animals in the users’ hand, encouraging them to stand up and take action to raise awareness of the plight of these species, and spread the word on social media.

“Collaboration was crucial in bringing our project to life, and not just amongst the artists featured in it,” says Edu Pou, executive creative director, We Are Social.

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“Our team at We Are Social Sydney worked very closely with Samsung Global and Samsung Thailand, Facebook, and the tech wizards at Resn, to lift the work to greater heights.”

SanctuARy visitors will also be able to unlock a disappearing face filter designed to emphasize and further dramatise how these animals are slowly fading from the planet. Users will pick the animal they want to embody and after a few seconds, the filter disappears.

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