AR and VR across all sectors in the spotlight at Cannes Lions festival

AR and VR across all sectors in the spotlight at Cannes Lions festival
A host of AR and VR projects were in the running for prizes at the prestigious Cannes Lions festival, which celebrates the best in advertising content.

Among those wining awards for VR was Google’s Tilt Brush, which lets users paint in 3D space with virtual reality.

Another winner was Audi’s Enter the Sandbox (SEE ABOVE), which invites the user to enter a purpose-built sandpit and create a customised track. The sand is then carefully scanned by a depth-sensing camera, from which a virtual world is rendered. Having built the track, drivers then buckle up in the new Audi Q5, which becomes a portal to the virtual world they just created. The size of the jumps and the challenge of the course are all dictated by the sandy self-made chicanes. The installation was developed by MediaMonks in line with Pol’s creative concept. To be able to capture every bump and curve, the sand is bombarded with short bursts of infrared light with over 200,000 measure points captured by the infrared camera. This data is then used to create a 3D model that informs the virtual environment. Once in the car, the driver experiences all the tangibility of a real-life drive, from feedback in the steering wheel, to the actual sounds of an Audi Q5

VR was in the spotlight for healthcare too.  VR Vaccine created by Ogilvy Brazil aims to take the fear away from children of injections.

In AR, art supplies company Faber-Castell created the Never-Ending Forest, an app that that turns every one of its EcoPencil into an animal from the rainforest in Brazil.

Deutsche Telekom created Magenta Unleashed, an AR project that turns everything in the colour magenta (the company's brand colour) into a trigger for exclusive content

In Australia fast food brand McDonald’s created Snaplications, an AR project called using SnapChat to find new staff.

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