BURN THAT AD

With a past history of using competitors to develop marketing actions on, we created Burn that Ad: an app-based augmented reality campaign that uses the ads of Burger King’s biggest competitor as a trigger, and offered a free Whopper to each user that partook in the campaign.

TECHNICAL CHALLENGES

Revealing a coupon by capturing a competitor’s ad on the cell phone camera, using an augmented reality marker, and displaying this coupon in a responsive manner, considering that the markers could have different formats.

TECHNOLOGY

Revealing the Ad

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The ad is revealed using an animation that simulates fire burning. This animation was made dynamically over two stages: the first would have the marker ad “burn off”; while the second would consist of a particle system simulating fire after the ad had burned off.

Marker Burning Off

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The animation showing the marker burning up was made using a shader developed specially for this project. This shader is intended to show a circular burning animation following the proportions of the marker being captured by the cell phone camera.

Particle System

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Fire particles had to look convincing and real enough to keep up the suspense of the reveal. Therefore, they had to simulate volume without hogging data. These volume particles required a specific shader for the particles interpolating the particle animation, situated between it and the camera’s position, changing its animation sequence to give the impression of volume.

RESULTS