Melbourne production company Boffswana creates augmented reality game for Saatch’s NYC

Honeyway Train is an augmented reality game where the player controlsthe entire experience using the Honey Nut Cheerios cereal box. New workproduced by Boffswana, Melbourne for Saatchi & Saatchi, New York.

This is a world first AR project using the Unity3D engine in this way.

VIEW THE CONCEPT

Says Robert Stock, executive producer, Boffswana: “For Boffswana this represents about 6 months of development to create an augmented reality experience in Unity3D. It is also very gratifying for us to be launching our second project for Saatchi and Saachi New York and their largest client General Mills. They have a great vision and have shown tremendous faith in our abilities.  It’s gratifying when you work with one of the world’s best and you genuinely feel like you’re in a partnership.

“It was vital that the physical world becomes part of the game. Our aim was, and always is, to show that AR can be implemented with a reason for being.  Again we have shown that AR has applications beyond gimmicks and party tricks.

“The actual Honey Nut Cheerios boxes activate and control the game. It is a unique game experience that offers kids something they haven’t seen before, and most importantly it’s a whole lot of fun. The game controls are very intuitive and the user controls everything with the box from clicking ‘Start Webcam Game’ all the way to the ‘Game Over’.”