This March, NIGZ-Donorvoorlichting will start a recruitment campaign (for organ donation) under all 18-year-old Dutch people. Beside a letter to the home address the webcam is central to this campaign. All youths born in 1990 will receive a donor form and a pamphlet at home in mid-March.

Both the pamphlet and the form have a spectacular 3D animation. This animation will come to life if the form or the pamphlet is held in front of the webcam. That makes the NIGZ-Donorvoorlichting one of the first parties to use web based augmented reality, or combining the real world with virtual data.

A preview of the campaign can already be seen on www.donorformulier.nl. Click on through to the webcam part and an ActiveX-application will appear. The installation will take about 10 seconds.

Then the webcam will be recognized. When the webcam is activated the donor form and the pamphlet can be shown to the webcam. The 3D animation will then start on its own. When the form is taken out of the webcam's sight the effect will disappear.

Future Vision by Erwin Van Lun on this article

Brands will bring to life anything they can produce physically. Not just products, but flyers, forms and their products. This is a nice example.

Related trends

• Product activation

• in Dutch