The Ministry of Justice in The Netherlands: Public Awareness Campaign 2010

Augmented Reality against Aggression: Live interactive mega billboard

Public service employees in the Netherlands face aggression and violence on the streets more and more often. Onlookers unfortunately do not intervene often enough when they encounter a situation like this. A live interactive billboard in Amsterdam and Rotterdam is used to place people in a similar situation which confronts them with their inactivity.
This augmented reality billboard in the Netherlands involuntarily pulls passersby into a scene depicting the brutal beating of a paramedic. As the shock wears off, the billboard delivers a brief message regarding the citizens› role in prevention/cessation of violence.
YouTube-Video: http://www.youtube.com/watch?v=uDTdHG_FytM
Credits
The Billboard Against Aggression campaign was developed at N=5, Amsterdam, by creative director Lukas van de Ven, art director Ed van Bennekom, copywriter Jasper Diks, account directors Judith Lavalette and Nadine Marcar, agency producer Christ Bloemheuvel.
Filming was shot by director ROel Welling via WeFilm, Amsterdam, with producer Bas Welling, director of photography Martijn Cousijn, editor Wouter van Luijn. Post production was done at Baked Beans.
Music is “Album Intro” by The XX.