Grow Interactive

In collaboration with BBDO Guerrero, Philippines and BBDO New York, we present "FedEx–Our Changing World", the website and augmented reality experience at the center of the global campaign, "FedEx delivers to a changing world." To convey this concept, we created a pair of interactive experiences that morph the world through the lens of data. Stories emerge as users are able to compare, for example, the world's wealth against its happiness.

We created a custom algorithm and application for generating "contiguous cartograms"—statistical maps that stretch and distort but maintain their border relationships.

An augmented reality experience lets users view the cartograms and the stories they tell in 3D. When held up to a webcam, FedEx print ads come to life and allow users to explore the experience in the palm of their hand.

The website utilizes a unique hybrid Flash / HTML structure to display rich content such as articles, graphs, slideshows, and more. It's also translated in 8 languages, configurable through a custom content management system, and available on mobile devices not supporting Flash, such as the iPad.

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