Cotton On Foundation, Beyond Blue + Austereo deliver The Temper Trap in Augmented Reality

The Cotton On Foundation, the charity arm of the Cotton On Group and beyondblue: the national depression initiative have joined together in a major awareness campaign called Talk About It, aimed at encouraging discussion about depression and anxiety among the target of 14 to 24 year olds.

Austereo turned the Cotton On Foundation’s media brief into a reality – building a unique and exclusive opportunity for consumers to engage with the Cotton On brand and be able to view The Temper Trap like never before.

VIEW THE BEHIND THE SCENES VIDEO

VIEW THE AUGMENTED REALITY

The aim is to encourage young people to talk about depression andanxiety – to look for the signs and symptoms, listen and talk to theirmates and seek help together.

Twelve inspiring Australians havecreated a range of fashion t-shirts that will help fund beyondblueresearch. Consumers will be able to buy the range of t-shirts inAustralian Cotton On stores during October with $10 from each salegoing towards beyondblue research . Each t-shirt will be sold in store(and online) with a special code. The code will enable consumers toenter a website to exclusively view four different The Temper Traptracks in Augmented Reality (AR).

Austereo bought the idea tolife, creating and producing The Temper Trap in AR is a live direct orindirect view of a physical real-world environment whose elements areformed by virtual computer-generated imagery.

Says Cotton OnFoundation manager Tim Diamond: “We know you need more than just agreat cause to engage Gen-Y customers in the charity landscape. Wewanted to align with beyondblue to create further awareness of youthdepression and anxiety as this cause is so relevant to the age group ofthe Cotton On customer. With the popularity of print tees at an alltime high, creating a celebrity designed t-shirt range gave us a greatproduct. Adding the augmented reality component and engaging The TemperTrap has enabled us to create a unique, Gen Y focused solution. Theimmediacy of a radio schedule to support it really just topped it off.”

AddsAustereo digital creative director- interactive, Jay Morgan: “Austereowas stoked to be given the chance to work on the Cotton On Foundationbrand. We had two jobs up front. One, support the Talk About Itcampaign concept and two, find a new way to engage their target. We’realways pushing the boundaries with ideas and this was no exception.Forty people across the business worked on this campaign involvingonline, video and radio and I think kids are going to love it. As faras we know this type of media solution is the first of its kind inAustralian radio.

“The visual face of music is changing. Thisexperience sits somewhere between a music video and an intimate liveperformance. Augmented Reality gives viewers a new way to engage andinteract with their favourite artists. We recorded The Temper Trap livebecause we wanted to capture the nuances that make a performanceunmistakably live.”

Says The Temper Trap, who have raised thebar of Australian music and created a unique sound that has gained themglobal success: “The value of doing stuff like this is a good way topromote the band and maybe doing something different not a lot of otherpeople have done before. Creatively it keeps things interesting for usas well, to be involved in something rather than doing a standardacoustic session.

“It’s really good to see radio pioneering newways of getting peoples music out there and this whole experience hasbeen really worthwhile and you can imagine this is probably going to beused a lot more in the future.”

Production Company – Skin Flicks (UK)