Augmented DJ by Wrigley

The good guys from UK based creative agency Exposure and the Australian AR wizards from Boffswana show us that using augmented reality in a campaign, doesn't necessarily means having a "look at the novelty" brain dead application (unlike, say, the Always one).
For the coming launch of Wrigley's 5 brand of gums in France, they have created an application that lets users mix together club-music via AR markers. There are three markers representing gum flavors, each linked to a certain track, and one master marker to rule them all. The markers' distance from the master marker and their relative angles determine the volume and effects for each track.

Once you have become experienced in the ways of the augmented DJ, you can record your own mix, upload it to the site's gallery, and even embed it in your blog. Now, since I'm tone-deaf, and my laptop is not strong enough to register four markers at once, I'm going to embed a creation by some other guy (sorry Games Alfresco and RSS readers, no embedding for you):

Now, I'm well aware that the idea of an augmented reality DJ set is not a new one. As a matter of fact, just a few weeks ago we've learned about the ARDJ art project. And this application is not perfect, as it requires a good computer and setting to work, and the embedding issue could be solved if videos were hosted on Youtube. Nevertheless, we should recommend Exposure and Boffswana for not going with the easy solution, and creating a very interactive experience (only Living Sasquatch is in this league, also done by Boffswana). Now, lets see more campaigns of this kind instead of the other "novelty" kind.


Elliot said...

What I like about this piece and ARDJ is the focus on sound. There's a lot of potential to do interesting work with interactive sound design.

Eimer said...

I'm still not sold on augmented reality. Everyone in the advertising community is hailing this as the second coming of Christ. I think the concept is there, it's just - right now - it's a bit clunky. Almost comparable to the Atari 2600 or even pong of the early 80's.

Louis said...

I agree with Eimer but the parallel is more like my Commodore Pet 2001 series.

As augmented reality reaches the mainstream the application will be vast as it allows us to truly interact with computers in a our natural 3D world rather than the limited keyboard or touch interfaces.

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