What happens when creativity and technology come together for the greater good? A recent campaign from Dentsu demonstrated how immersive tech like augmented reality (AR) can take social awareness projects to the next level. The project, This Campaign Sucks, was a mural painted with pollution-reducing technology with engaging AR experiences to drive foot traffic, curiosity, and social impact.
Chris McIntyre, Senior Motion Designer at Dentsu, shared insights into the creative process behind the campaign, the challenges faced, and how Zappar’s tools, Designer and Mattercraft played a pivotal role in bringing their vision to life.
The idea behind This Campaign Sucks was born when Dentsu was invited to use a high-footfall mural space in London for a non-commercial, social good initiative. As McIntyre explained, the team discovered pollution-sucking paint, capable of reducing harmful pollutants in the air. “It essentially sucks them out of the air,” said Chris. “That’s where the name and concept came from—this art literally sucks pollution.”
The mural alone was impactful, but the team saw an opportunity to amplify its message through AR. “We thought AR would be a great way to visualize the invisible—pollution,” Chris remarked.
For Dentsu, AR offered the ability to go beyond static visual storytelling. The medium provided a virtual overlay that not only complemented the mural but gave audiences a deeper understanding of the technology behind the paint. “The mural itself was restricted—it wasn’t advertising-heavy and didn’t explain much about what was happening,” Chris noted. “AR allowed us to add that extra layer of interactivity and visualization that other mediums couldn’t.”
This decision proved critical in engaging passersby. People were drawn in by the AR experience, spending more time interacting with the mural, and sharing their experiences on social media. “It created a buzz around the project,” he added.
One of the key factors in the campaign’s success was the use of Zappar’s 3D web tools, Designer and Mattercraft. Chris highlighted how quickly he could prototype in Designer: “Within an hour, I had a working prototype I could share with the team. It was that easy to pick up and use.”
Designer’s base templates and intuitive interface allowed the team to focus on creativity rather than technical hurdles. However, to achieve a higher level of customization, they transitioned to Mattercraft. “Mattercraft offered much more in terms of features and flexibility,” Chris shared. “It allowed us to bring in custom UI elements, particle effects, and even complex animations—all while staying intuitive for someone with a background in tools like Cinema 4D.”
A standout feature of Mattercraft was its ability to integrate external libraries and custom animations seamlessly. “We could bring in particle effects and even achieve an oily, pollution-like visual effect using custom HDRI maps,” Chris explained.
The ability to preview the AR experience in real time was another game-changer. “The live preview tool in Mattercraft was brilliant,” Chris said. “I could constantly see how changes I made on the computer appeared on an actual device, which made the process seamless.”
This iterative workflow enabled the team to fine-tune the experience, ensuring it was both visually stunning and user-friendly.
The response to This Campaign Sucks was overwhelmingly positive. “On launch day, people gathered around the mural with their phones out, interacting with the AR layer,” Chris recalled. “It not only engaged users but also created curiosity among passersby, drawing them in to see what was happening.”
The campaign secured substantial media coverage across outlets like Little Black Book, Trend Hunter and Marketing Beat and successfully demonstrated the potential of AR not just as a storytelling tool but as a way to amplify social good initiatives.
Chris encouraged other designers to dive into AR and immersive tech without hesitation. “Tools like Designer make it so easy to start prototyping without needing extensive 3D modeling experience,” he said. “And if you want to go further, Mattercraft gives you the flexibility to customize and refine your projects. Just jump in and explore.”
Dentsu’s This Campaign Sucks is a perfect example of how AR can transform social good campaigns. By combining innovative tech, accessible tools, and creative design, the team created an experience that not only educated but inspired action.
So, whether you’re a motion designer, creative agency, or tech enthusiast, AR is an exciting canvas waiting for your ideas. As Chris puts it, “It’s all about taking that first step into immersive tech. You might be surprised at what you can achieve.”