Augmented signage guilt-trips Dutch public

Media agency Edvertise has used large LED displays located in Amsterdam and Rotterdam in the Netherlands to highlight the issues surrounding public apathy to violence against paramedics and other public service employees. A powerful piece of augmented reality drops passers-by into a seemingly live video of an attack as they simply stand and stare.

The billboard has been equipped with a video camera, which films members of the public on the opposite side of the street. Then the video is layered with some footage of an assault on an ambulance crew, pre-recorded on a blue screen in a studio. The result is that viewers of the signage are placed unwittingly into a situation and asked by the messaging to react more appropriately. Disturbing and genuinely powerful stuff.

This video from Edvertise shows how it was created as well as some footage of members of the public looking at the signs.



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