Diary: Pick of the week - Dare/BMW Z4

Kate Nettleton is impressed by Dare's digital campaign for the BMW Z4:

"I was never really into toy cars as a child, but this digital campaign makes me wonder what I missed out on. Once you've printed off a Z4 symbol and positioned it in front of your webcam, the augmented reality application allows you to drive a virtual model of the Z4 on your desk. It's not just a pointless use of the technology either - it neatly ties in with the TV spot." It was written and art directed by Tristan Pride, Laura Farmer and Emma Lawson.


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