Taronga ‘Wild Bunch’
AR / XR app
The 2015 Taronga Wild Bunch Collection epitomized the convergence of technology and print through a partnership between Taronga Zoo, the Daily Telegraph, and Sunday Telegraph.
We crafted a virtual paper-world for wildlife, and engineered a complementary app that turned reading into an interactive 3D animal encounter.
By merging AR with engaging educational content, the app enhanced reader discovery and learning.
This initiative marked a creative leap in audience engagement, marrying tactile newspaper interaction with immersive digital experience.
Client: Daily Telegraph, Cottonelle
Year: 2015
Role: Creative Director, UX/UI
The Campaign
The Taronga Wild Bunch Collection was a 7 day collectible partnership between Taronga Zoo and the Daily Telegraph and Sunday Telegraph.
TV AD
Promotion Mechanics
A unique build-your-own animal figure was included in each newspaper edition spanning over 7 days during the Taronga’s “Zoo Month”.
Scanning the figure with the AR app made it come to life with lively motions and revealed animal’s fun facts to read and wildlife audio.
Completing the collection allowed the user to interact animals with each other such as lions frolicking with penguins and elephants playing with tigers.
With the photo-bomb feature, users could share selfie photos with the animals they had collected to social media.
Taronga Wild Bunch App features:
3D Taronga Wild Bunch animal animations
3D & 2D Taronga Wild Bunch animal scanner
Taronga Wild Bunch animal sounds
Taronga Wild Bunch animal fun facts
Taronga Wild Bunch animal selfies with social sharing
Animal selfie and save to camera roll
Impact
The campaign reached an audience of over 1 million Daily Telegraph readers exceeding expectations and demonstrated a novel approach of interacting with paper craft media through AR.
