International Committee Of The Red Cross (ICRC) Film, Digital Augmented Reality Experience by Nedd

Augmented Reality Experience

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Industry Charities, Foundations, Volunteers, Mobile applications
Media Film, Digital, Interactive & Mobile
Market France
Agency Nedd
Creative Director Vincent Vella, Bruno Samper
Art Director Siegfried Rouanet, Amélie Carbon
Copywriter Vincent Vella, Marylin Beaulieu, Margaux Milesi
Released March 2018

Credits & Description

Category: Public Interest, Ngo
Client: ICRC (International Red Cross Committee)
Brand Management: Ariel Rubin, Christopher Nicholas
Agency: Nedd
Creative Directors: Vincent Vella, Bruno Samper
Art Directors: Siegfried Rouanet, Amélie Carbon
Copywriters: Vincent Vella, Marylin Beaulieu, Margaux Milesi
Lead Developer: Bastien Merindol
Published: March 2018
Discover the story of a little girl living through war. Put yourself in her place, explore her room, feel her experience. All through Augmented Reality.
The new app, “Enter the room", produced by the International Committee of the Red Cross invites each of us to live a unique experience. The global organization wants to raise awareness about the importance of health care in conflict zones.
“Enter the room” was conceived of and developed by French agency Nedd. It uses the "portal effect" which the agency introduced last year, relying on Apple’s ARKit technology. The result is a new kind of immersive experience, somewhere between AR and VR, which pushes the feeling of presence to a whole new level.
The experience, available on the iPhone (requires iOS11 and an iPhone 6S or higher), begins in real life: as users hold up their phone, a virtual door appears. They are then invited to cross the threshold and explore a seemingly ordinary child’s bedroom, as if they were really there.
Users never see the little girl herself and there are no words. Instead, they can follow the evolution of her life and health over the last 4 years of war by leafing through her memories – drawings, toys, and other objects around the room – and by the sounds coming from outside. The room changes through each successive year to the present day.
Augmented Reality (AR) has been used more and more frequently for gaming and other forms of entertainment, as well as in apps as a utilitarian tool (Ikea, Amazon…), but the ICRC and Nedd wanted to demonstrate that it can be a revolutionary medium for storytelling, an efficient way of communicating a message, portraying emotions and, ultimately, serving a larger cause.