2013 Winners & Shortlists

Brief Explanation

When Arab Ad magazine, one of the industry's leading and oldest magazines asked us to create a cover for their special issue focusing on the fight between traditional and digital media, we took the opportunity to design the cover using both mediums, in order to highlight each of their strengths. Launching the Middle East's first ever augmented reality cover, we invited readers to scan the cover of a boxing ring using an AR app on their smart phones. Once scanned, two fighters, representing traditional and digital, appeared on their phones, using the magazine cover as their backdrop. Once the user pressed 'Fight' they could watch the ensuing fight between the two opponents break out and through the experience, draw their own conclusions. The cover proved to be one of Arab Ad's most successful yet, as it created a fun, interactive way to combine mobile and traditional experiences.