Augmented reality PSA in Amsterdam Rembrandtplein mirrors peoples behaviour

This giant TV-billboard in the Rembrandtplein is perfectly situated to be stared at whilst ones waits for the tram. I've often stood there and stared at TV-commercials contemplating what would be the ultimate idea to run in this space. And, here it is. There's a problem in The Netherlands that public service employees face aggression and violence, and witnesses do nothing to help or stop the situation. This PSA holds a mirror up to the people on the street, showing them onscreen (as people do love to look at themselves), but with a little help of a scene previously filmed against bluescreen background, they find that they are now in a scene where paramedics face violence, and they play the part of the onlookers who don't intervene when the paramedics need help. Another billboard in Rotterdam shows the same scenario. Genius.

Advertising Agency: N=5, Amsterdam, The Netherlands

Creative Director: Lukas van de Ven

Art Director: Ed van Bennekom

Copywriter: Jasper Diks

Account: Judith Lavalette, Nadine Marcar

Agency Producer: Christ Bloemheuvel

Production Company: WeFilm

Director: Roel Welling

Producer: Bas Welling

DoP: Martijn Cousijn

Editor: Wouter van Luijn

Post production: Baked Beans

Technique: Bitmove

Music in case study clip: The xx :: Intro