To celebrate Lunar New Year 2019 Year of the Pig, World Square commissioned VANDAL to deliver an augmented reality retail activation as part of the City of Sydney’s annual Lunar New Year celebrations.
Curated by Claudia Chan Shaw, VANDAL’s campaign for World Square consisted of The Three (not so little) Pig Sculptures, an Augmented Reality Live Screen Takeover, a Digital Retail Activation as well as print collateral, social media and onsite bilingual ambassadors.
The Three Pig Sculptures quickly went viral and generated 10 million+ views, trending in the top 10 hashtags internationally on Chinese social media platform Weibo. The Three Pig Sculptures were brought to life by means of augmented reality and gave patrons the opportunity to bust their best dance moves with the pigs, live on the big screen. The augmented dance experience generated an overwhelming response from the public with thousands of people interacting live with the augmented, dancing pigs.
In yet another Australian first, visitors to World Square were able to find, scan & collect lucky red packets with their smart device, unlock exclusive retailer offers and play the Lucky Pig Game for their chance to win daily prizes. In a remarkable feat, a digital retail activation as such has never before been achieved without the need to download an App.
CATEGORY: Live Event Installations & Projections and Augmented Reality
CD: Emile Rademeyer
EP: Anna Greensmith
Snr Designer: Terri Bertakis
Snr Designer: Darrin Hanley
Snr Motion Designer: Tamara Heath
Sound Designer: Nigel Crowley
Production Partners: Akromat, Virtual Immersive
Web based scavenger hunt development, programming, build & implementation
Head of Production - Simone Clow
Producer - Dominique Cama
UX Director - Saxon Dixon
Lead Developer - Don Logan
Front End Developer - Grant Heggie
World Square Snr Marketing Manager: Suzannah Nicholson
GM: John Fairbairn
Marketing Manager: Jess McAneney
Marketing: Lena Peacock
Curator: Claudia Chan Shaw