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.
Creative production and art direction on the AR experience, within Serviceplan's Innovation (IO) team.
- Year
- 2020
- Client
- Serviceplan Group
- Role
- Creative Producer · Art Director
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.
