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Serviceplan Group

2020

Closer Together

Sustainable AR greetings for Serviceplan's 50th

Sustainable holiday greetings that replace paper with an AR experience — draw your own card by tracing an artist's lines.

Core concept team. Then the making: chose the nine artists and made the deals, then supported the art direction and the creative-tech build of the AR experience.

Made withNine artists: Amber Vittoria, Anastacia Sholik, Anna Ginsburg, Dia Pacheco, Ikki Kobayashi, Joshua Scurville, Luciano Cian, Rinee Shirke, Rosa Kammermeier · with Serviceplan Innovation, Daniel Kuhnlein, Rohil Borole

Year
2020
Client
Serviceplan Group
Role
Creative, Serviceplan Innovation
Also on
Behance ↗

01

Problem

Serviceplan's 50th fell in 2020 — a year of forced distance, and the year the group turned climate-neutral. The anniversary needed a gesture that brought people together without printing more single-use paper.

02

Idea

Replace the paper card with augmented reality: commission nine artists for a 'Closer Together' theme, then let anyone draw their own card by tracing the artist's lines through an AR filter.

03

Execution

Nine original artworks by artists from the US, Ukraine, UK, Mexico, Japan, Brazil, India and Germany, each turned into an AR filter you trace to make and send your own card, hosted on a web platform — climate-neutral and paper-free.

04

Impact

Serviceplan's green passion project for its 50th: a sustainable anniversary greeting shared across the group's global network.

Created by us. Drawn by you.
The AR website
Amber Vittoria, United States: “Expressing your love to those you care about is the energy helping us stay close.”
Amber Vittoria, United States: “Expressing your love to those you care about is the energy helping us stay close.”
Anastacia Sholik, Ukraine: “We had time for hugging, cooking, learning new things - all those things we didn't have time or energy for before.”
Anastacia Sholik, Ukraine: “We had time for hugging, cooking, learning new things - all those things we didn't have time or energy for before.”
Anna Ginsburg, United Kingdom: “We have found ingenious and often hilarious ways of maintaining a sense of closeness.”
Anna Ginsburg, United Kingdom: “We have found ingenious and often hilarious ways of maintaining a sense of closeness.”
Dia Pacheco, Mexico: “We are transforming from within and turning into better ways to connect, support and encourage.”
Dia Pacheco, Mexico: “We are transforming from within and turning into better ways to connect, support and encourage.”
Ikki Kobayashi, Japan: “We can connect with nature anytime.”
Ikki Kobayashi, Japan: “We can connect with nature anytime.”
Joshua Scurville, United Kingdom: “From a personal experience, I noticed me and my friends communicating a lot more.”
Joshua Scurville, United Kingdom: “From a personal experience, I noticed me and my friends communicating a lot more.”
Luciano Cian, Brazil: “Even at a distance, people are always connected. While we are apart, we are even "Closer Together."”
Luciano Cian, Brazil: “Even at a distance, people are always connected. While we are apart, we are even "Closer Together."”
Rinee Shirke, India: “Quarantine taught me how to rediscover myself and connect with my innermost self.”
Rinee Shirke, India: “Quarantine taught me how to rediscover myself and connect with my innermost self.”
Rosa Kammermeier, Germany: “Staying in touch, showing that we're there, is so important.”
Rosa Kammermeier, Germany: “Staying in touch, showing that we're there, is so important.”
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Full credits12 credited +

Artists

  • Amber Vittoria · Artist, United States
  • Anastacia Sholik · Artist, Ukraine
  • Anna Ginsburg · Artist, United Kingdom
  • Dia Pacheco · Artist, Mexico
  • Ikki Kobayashi · Artist, Japan
  • Joshua Scurville · Artist, United Kingdom
  • Luciano Cian · Artist, Brazil
  • Rinee Shirke · Artist, India
  • Rosa Kammermeier · Artist, Germany

Behance owners

  • Serviceplan Innovation · Studio
  • Daniel Kuhnlein · Owner
  • Rohil Borole · Owner
ARArt DirectionClimate Neutral
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