About Buratino — Augment Reality

Buratino is a lemonade well known across the CIS, and this was an advertising campaign for Kazakhstan. The drink is seen as a children’s drink, enjoyed by adults who feel nostalgic for childhood, so the untapped audience was teenagers — and the task was to pull them into an interactive and into drinking it. Wave built an augmented-reality activity: users film the lemonade’s pack with a phone and create their own shot on some unusual background, which the app then augments. Wave created mascots — lemon characters with different personalities — so a lemon tree grows out of the bottle and the little characters jump down onto a surface and run around, with each teen deciding the environment their bottle lands in and posting the result to social media. Wave worked with the existing pack rather than designing it, and made the AR plus motion design for separate ad spots, generating clips itself to spread the how-to for taking part, with prizes and merch — including an AR T-shirt with the same lemon tree — for the best videos. Teenagers did take part: the technology appealed to them more than to young children, and they shared the content they had created, drawing friends into drinking it.