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2019 ADC Awards - Interactive

Re:Imagine Street ARt

Agency Cheil Germany / Schwalbach am Taunus

Client Samsung Electronics Germany
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Annual ID

ADC_INT19054M

About the Work

Samsung endorses Germany’s key event of contemporary art – the Art Berlin. At this yearly event, artists and art enthusiasts from all over the world come together to enjoy the latest in contemporary art. To make an impact as a brand among exhibits from top-international talent, we decided to leverage one of the most immersive mediums: street art. Street Art by its nature interferes with the environment and engages with the audience in public places. Through technology, we amplified these principles and extended the conceptual ideas of select artworks by adding an immersive, interactive AR-layer. Thus, changing the audience’s role from mere consumer to active participant.