Is this Augmented Reality? Axe Day and Night

I saw one part of this Axe Day and Night Campaign ,from Lowe in Uruguay I believe, over on Brand DNA. I thought it was quality on its own terms, in a bit of a more accessible twist on Augmented Reality where all you need is a mobile that can text. Have a look:



Basically you text the number after 9pm and get the image to complete the rather sexy ad. A great way of getting some interaction into an outdoor and a press ad, and playing on the Day and Night theme.

I was even more impressed when I happened upon a TV ad for the same product, which fits in perfectly. Called 'Squares', it works on the same theme of the 'Night' aspect having elements that aren't suitable for the watershed.


Squares - Axe Day & Axe Night Commercial - For more funny movies, click here

Love it, love the extension of it.