We all know LEGO is the champion on AR Packaging and POS Engagement (see http://youtu.be/PGu0N3eL2D0); but their latest campaign tells more than meets the eye: It adds a layer to the real world, visually - yet not virtually - and hence takes a simplistic aproach at explaing what AR can to ..minus the Billboard. I love the campaing and the fact that a picture on a billboard shows just the thing any Augmented Reality Browser e.g. on your smartphone will replace in the future: Traditional Advertising bye bye.
Background (without the philosophical AR approach): LEGO art burst onto the streets of Singapore in March 2011, in a set of three murals mounted on bus stops throughout the city. The ‘Imagine’ campaign developed by ad agency Ogilvy, Malaysia, featured the quirky “Whale”, “Monster” and “Caterpillar” characters. From the front, the murals blend with the background even in their illustrative and studs-out mosaic – opening windows into another world. In fact, the effect is so realistic; passersby would probably have to look twice before realizing the LEGO Imagine campaign pieces are actually murals. BTW: And equally impressive, LEGO builders used actual pieces to create each poster - a staggering 97, 096 bricks in total were used!