GOLD Winner
Corpcomms Digi Awards
Best Use Of Mobile
British Heart Foundation
'No smoking day' 2013
To mark No Smoking Day, the British Heart Foundation has rolled out a campaign with Blippar which aims to show smokers how much money they could save by giving up the habit, instead of focussing on the health aspect.
Those who blipp their packet of cigarettes will see it erupt in a cloud of digital smoke before being replaced with 3D representations of all the items the smoker could buy with the money saved if they would have quit.
The project is the first time ever that product packaging has been hijacked using augmented-reality for a charity campaign, with the Blippar code working by recognising the government health warning on cigarette packs.