Band-Aid Digital Band-Aid Magic Vision by J. Walter Thompson New York

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Band-Aid Magic Vision

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Industry Adhesive Plasters
Media Digital, Interactive & Mobile
Market United States
Agency J. Walter Thompson New York
Executive Creative Director Eric Weisberg
Art Director Bianca Guimaraes
Released May 2012


London International Awards 2012
Digital Mobile Apps Silver Winner

Credits & Description

Entrant: JWT New York, New York
Band-Aid - "Band-Aid Magic Vision"
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Corporate Name of Client: Johnson & Johnson
Account Executives: Kate Larado/Calais Zagarow
Band-Aid Brand Team: Bryant Ison/Sean Adee
Agency: JWT New York, New York
Chief Creative Officer, JWT North America: Jeff Benjamin
Chief Creative Officers: Matt MacDonald/Ryan Kutscher
Executive Creative Director: Eric Weisberg
Creative Directors: Josh Shabtai/Rachel Birnbaum/
Yana Hunt
Chief Integration Officer, North America: Mike Geiger
Chief Creative Innovation Officer: James Cooper
Art Director: Bianca Guimaraes
Directors of Digital Production: Suzanne Molinaro/
Paul Sutton
Digital Producer: Vanessa Scanlan
Director of Technology: Ricky Bacon
Head of Production: Sergio Lopez
Project Manager: Joe Marra
Director of Creative Technology: Martin Legowiecki
Senior User Experience Strategist: Jon Fishel
Brand Director, Content Production: Caroline Coleman
Content Producer: Mustafa Imam
Unity Programmer: Won Kim
IOS Developers: Karl Catigibe/Christine Reindl
Technical Lead: William Mincy
Character Animations: 9k9 Interactive
Art Buyer: Richard Cardinali
Music Producer: Dan Burt
Business Director: Chris Wilson
Description of the Project
The augmented reality category is littered with applications that focus on technology for technology’s sake. We used AR to do something far more powerful: create an emotional bond between parents and children. Building on BAND-AID® Brand’s 90-year history of healing the hurt, we created BAND-AID® Magic Vision: Featuring the Muppets, a mobile AR experience that turns any ordinary BAND-AID® Brand adhesive Muppets bandage or box into a stage for interactive entertainment.

When a child gets a ‘boo boo,’ they typically beg their parents for a Band-Aid bandage to make them feel better. Even if they’re not actually hurt. The bandages almost have a magical effect. BAND-AID® Magic Vision was designed to amplify the magic. Now, when a parent applies a Muppets Band-Aid bandage to their child’s hand and scans it with their iPhone/iPad mobile app, Kermit the Frog, Miss Piggy and Gonzo the Great literally come to life to entertain away the pain.