MAGENTA IS THE NEW BLACK FOR DEUTSCHE TELEKOM
Mark Zuckerberg once said he thought consumers would only use AR through high-tech glasses. How things have changed. Pokemon Go and SnapChat filters means the technology has exploded into the mainstream. Now, Facebook has announced a platform for developers to create AR within Facebook itself.
Enter Saatchi & Saatchi’s latest campaign for Deutsche Telekom. To launch the service and directly target millennials, a partnership was formed with Gorillaz to layer exclusive artwork, videos and music into the real world around them via their phones by turning anything magenta in the world into a content player. Just like a green screen, it turns anything from food to fashion to architecture into a creative platform.
Just like filters and FaceSwaps, this is playful, creative, surprising and, most importantly, cool.