It’s your time! BENETTON and augmented reality

Posted: February 27, 2012 in fashion, newmedia, technology
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Benetton,  a global luxury fashion brand, used in a campaign two years ago, a concept of an augmented reality in the fashion magazine called “Colors”. The magazine is very “easy to use”: dozens of pages are marked with an AR symbols: you just need to hold the page up to a webcam, and you can see a film and more photos of the person on the page. Cameron, a digital artist in Benetton, is a huge follower of the usage of AR in print advertising “Think of a commercial page, an advert, in a fashion magazine. It’s pretty expensive. With this – and this is the way that the more hard-nosed people in Benetton saw the advantage – it means that you can get more products on the page.”



In the latest campaign Benetton revisits the augmented reality. It is called “It’s My Time” and the idea is to carry out a global, on-line casting competition to find “new faces of the 21st century.”  “Models don’t just look good in a static way,” said Cameron about the invetion. “It’s about models who can move, who can sing, who can tell a story, who can dance, it brings the model to life.”


“The concept is simple: Log on to, and print a page of the campaign which has a black-and-white graphic code. Focus your webcam on the code, and you’ll enter into an animated video with moving images of models.”


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Iga Drobnik





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