As we’ve said many times before, we like nothing more than a great idea put to good use and we’re very happy to say BBH London have just created exactly that for AMREF (African Medical Research Foundation).
Wow, we’ve all become over-exposed to the hype around augmented reality, but we’re starting to see applications emerging which genuinely seem to add value and utility, rather than just make you go “cool!”
We spotted this simple, still slightly rough-looking, but potentially amazing app for the iPhone, which works off the phone’s video function. Currently only available for the London Underground, and for those lucky enough to have a 3GS, but follow-up apps across broader geographies and platforms can’t be far behind.
When you load the app, holding it flat, all 13 lines of the London underground are displayed in coloured arrows. By tilting the phone upwards, you will see the nearest stations: what direction they are in relation to your location, how many kilometres and miles away they are and what tube lines they are on. If you continue to tilt the phone upwards, you will see stations further away, as stacked icons.
Geo applications and brand experience-based applications seem to be emerging as two of the most interesting playgrounds for AR – we’ve certainly started putting our heads together on a couple of the brands we work with. Watch this space.
(For some existing BBH work that uses AR, see BBH Asia-Pacific’s work for WWF).
Thanks to Tim Bradshaw (@Tim) for bringing this to our attention this morning.