I was reading today’s Metro on the tube and I came across an article, ‘Transforming into a brand new reality’.

It was based on the views of Simon Sankaraya, aka Sanky, a founding partner of interactive agency AllofUs and D&AD Deputy President.

Sanky sees brands getting very excited about an emerging technological trend recently. “Augmented Reality (AR) combines real-world images with computer-generated content on screen,’ he says.  A basic form of it has been in use in broadcast for a while – like when weather reporters stand in front of changing weather maps (lately full of rain clouds).

It made me think of the juxtaposition of the OSMO character within a real world setting – ‘Augmented Reality’ sums up Vision Critical’s new ad campaign perfectly.