Using the freely available application for S60 cellular phones, you can place a teddy bear in the "real" (urban) world, and watch it getting injured in many unpleasant way. Apart from hitting walls, falling down stairs and getting hit by cars, you can manually torture it by flicking your finger.
That should encourage you to protect wildlife's natural habitats, but I'm not that sure the application serves its purpose. On the bright side, it's a campaign that uses AR in an innovative way, and doesn't follow the path of previous novelty-AR ad campaigns. It was conceived by BBH China and implemented by Qdero.
Link, via Sergey Ten Twitter feed, sorta.