Augmented Reality for drupa 2012

Tablets and increasingly sophisticated smart phones are placing augmented reality more and more in the spotlight and open up new and interesting uses for the entire communication industry. “The technology should not be used as an end in itself though. It must be integrated conceptually into the whole campaign and must basically take second place to the communicative aims and content,” noted Michael Sommer, Creative Director of the Düsseldorf agency Concepteers, who developed this campaign.