The Death Revealer iPhone App
To raise awareness of the traffic accidents that are happening every day in Moscow, Leo Burnett created an iPhone Augmented Reality App that revealed the injuries and accidents in the location they actually happened. This one really pulls on the heart strings, drumming home the reality of your actions if you drive unsafely.
The campaign was supported with ambient activity that drove people to download the app while out and about. In a nod to the white lines that are drawn around bodies, their faces were replaced with QR codes, splattered with blood.
Via The Ad Buzz.
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