I posted about Heavy and PublicAdCampaign collaboration Re+Public a few months ago, now they’ve released the beta for their app NO AD and are planning on launching an augmented reality art campaign in the NYC subways in September.
With the nascent AR hardware like Google Glass, Vuzix, and the recently acquired by Microsoft Osterhout becoming more prevalent, strategies for integration of the digital into the virtual will become more relevant and pervasive. Re+Public’s approach of replacing gaudy advertisement with curated art is a provocation at the moment, but what happens to advertising if you can program your Corning Automotive Windshield to replace every billboard with a Stephen Glassman Greenboard? It’s a little simplistic to expect a seven billon dollar industry to simply cave, but what would be the outdoor advertising’s response to their version of TiVo? How do you do product placement in the physical world?