Augmented Reality Filter to celebrate the Fiestas del Pilar | "Not without my neckerchief" campaign

TECHNOLOGY

IMMERSIVE TECH

USE CASE

ADVERTISING

CLIENT

At DeuSens we work as an agency specialized in creating and giving life to the most advanced customized interactive solutions, combining innovation and creativity, optimizing the marketing processes and enhancing the brand image of our clients.

GOAL ACHIEVED

Create an Augmented Reality filter to encourage Zaragozans to share their pride in the Fiestas del Pilar on social networks.

Augmented Reality filters for social networks

Augmented Reality has seen its use increase exponentially in recent years. Part of the blame for this boom has been placed on social networks, which have found in this technology a new means to promote its use through Augmented Reality filters for their photographs.

The cases of social networks, such as Snapchat, Facebook or Instagram, which have introduced among their functionalities the use of Augmented Reality filters, has caused their millions of users to feel more interested and attracted by this technology. Its use, through the well-known stories format, has become so standardized that we can currently find Augmented Reality filters of all kinds, from those that modify the location of the photograph, through those that deform or stylize the face, reaching up to those that add virtual elements through recognition technologies such as face tracking.

Campaign "Not without my neckerchief"

On the occasion of the arrival of the atypical Fiestas del Pilar 2020, due to the health crisis of the Covid-19, from DeuSens we decided that we had to do something to encourage Zaragozans and invite them to be responsible and not to celebrate the festivities, but without forgetting our traditions. That's how we decided to give to all Zaragozans a little piece of our work and our pride, by creating a filter of Augmented Reality that could be used through Instagram.

The operation of this Augmented Reality filter was very simple. From the Instagram app, when opening the front camera of the stories format and with our filter selected, the smartphone camera detected the user's face using face tracking technology and introduced a virtual neckerchief, previously modeled in 3D by the DeuSens team. The user could move and check how the neckerchief automatically adapted to the shape and inclination of his head, detecting the position, shape and depth, to bring a very natural and realistic feeling to the photograph.

The main idea of this project was to flood the social networks with neckerchiefs so that the world could observe the feeling and pride for our land, as well as the nobility of the Zaragozans "celebrating" the Fiestas del Pilar from their homes. The satisfaction was enormous to see family, friends and other Zaragozans, honoring our traditions and proudly show their cachirulos using our Augmented Reality filter on Instagram. In this way, under the slogan "Not without my cneckerchief", Zaragozans live these atypical Pilar 2020, from home, but with responsibility and nobility.

Viralization thanks to the use of Augmented Reality filters

Through the use of these Augmented Reality filters it is possible to create a virtual photocall, introducing corporate elements of the brands through the filter itself. This new form of interaction with the public has already been adopted by major brands such as Dior, Disney or the NBA, for example, who have taken advantage of this technology to connect with their followers in a different way.

Augmented Reality filters for social networks have proven to be a tremendously versatile tool, which has already been used for advertising campaigns, to promote new products or simply to attract the attention of another segment of the public. In addition, being a custom-made solution, Augmented Reality filters are completely adaptable to the context of each brand, adapting to their audience and way of communicating, and being a very exploited trend to achieve viralization through the content generated by the community.