Edge Dimension

CSQ

CSQ

Elevating a 360 marketing campaign with augmented reality

In 2018, the CSQ launched a provincial-wide campaign to spread awareness about physical and psychological health risks associated with the workplace. We added our flair using low polygon 3D models destined for an interactive augmented reality experience.

Creatively visualizing ideas straight from your head

Focused on defending the conditions of Quebec workers in public sectors, the CSQ (Centrale des syndicats du Québec) is the largest trade union with nearly 200 000 members across the province. In 2018, the non-profit launched an important marketing campaign named “It’s certainly not in your head” exposing seven toxic management practises many workers endure regularly. The campaign was designed to spread awareness about the physical and psychological health risks associated with these harmful workplace customs such as “lack of support” and “poor recognition of efforts.” Each of the seven issues was identified by eccentric hairstyles to instantly capture the audience’s attention. For example, “lack of autonomy” was visually represented by a bright pink coiffe tied to puppet strings, as to symbolize a marionette being controlled against her will.

Image de la campagne : Tout cela n'est pas dans ta tête

Low poly 3D modeling

From the CSQ’s visually-striking promotional images for the campaign, Edge Dimension was mandated to recreate the wigs into 3D computer-generated models. Since these models would be used for an augmented reality experience, we knew they would need to be very small files that are easy to load even on a mobile device. That’s particularly problematic when working with fur and hair textures that normally would be pixel-heavy and large files. Challenge accepted. Our digital artists got to work creating the wigs using a low polygon technique, while still keeping the result hyper-realistic.

3d model
3d model
3D Model hat
Orange AR Hat

Developing a 360 marketing campaign

In collaboration with other studios in Montreal, an entire 360-degree strategy was employed province-wide to reach union workers effectively. You could drive by a billboard boasting the campaign or come across the promotional video while flipping channels on the television. Every channel of communication was utilized to spread this message on mental health awareness, including experiential marketing. We got involved in the pop up event created by La boîte interactive that would showcase a custom augmented reality experience in a photobooth. The booth would have a screen that worked similar to a social media filter, designed to coiff the individual up with one of the seven hairstyles - and metaphorically, one of the seven toxic workplace practises.

A photobooth with an augmented reality experience

What exactly is augmented reality?

Augmented reality, also known as AR, is a growing trend among the digital marketing space. It uses advanced technology to enhance the real physical world with the use of digital visual elements that respond in real time with the user’s environment. Much like Instagram uses AR to artificially add a filter by tracking a user’s face, it can also be used to add other sensory elements such as sounds or virtual 3D objects. With regards to the CSQ campaign, our team supplied the visuals to be coded and used in the interactive user experience. From video games to retail, we’re excited to see many more AR applications used to craft unique brand storytelling.

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Limitless creative bounds with the power of 3D

We’re proud to have participated in the creation of this powerful campaign for mental health awareness. It just goes to show the limitless creative bounds that 3D technology can offer a brilliant concept, one even as peculiar as creating seven totally unconventional updo’s. Overall, the campaign was a success in bringing this message to life in a memorable way and, even more importantly we’d say, serve a meaningful purpose: to advance the CSQ’s bottom line of defending the wellbeing of workers in Quebec.

Team

3D Modeling
Edge Dimension
AR Integration
La Boite Interactive
Promotional Video
La Guérilla
Visuals
Cartier
Booth Design
La Boite Interactive
3D Modeling
Edge Dimension
AR Integration
La Boite Interactive
Promotional Video
La Guérilla
Visuals
Cartier
Booth Design
La Boite Interactive
3D Modeling
Edge Dimension
AR Integration
La Boite Interactive
Promotional Video
La Guérilla
Visuals
Cartier
Booth Design
La Boite Interactive
3D Modeling
Edge Dimension
AR Integration
La Boite Interactive
Promotional Video
La Guérilla
Visuals
Cartier
Booth Design
La Boite Interactive

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