A series of augmented reality installations done in two major nightlife and shopping districts in Albuquerque, NM during the summer of 2011. The campaign intended to engage a younger demographic as they are out having fun to raise awareness about the dangers of drunk driving and the consequences of DWI.
When the user steps on the feet graphics on the sidewalk, they are engaged by DWI messaging, and within a few seconds a paper bag with a sad face is virtually placed on their heads.
The campaign intended to engage people through fun, interactive methods while delivering serious, life saving talking points.
Client: New Mexico DOT (NMDOT)
Design: Christopher Kosek, Becky Haas
Creative Direction and Copy: Nick Tauro
Photography: Kip Malone