Break the Plastic chain_Location based AR Activation

OBJECTIVE :
In collaboration with Snap India, our goal was to tackle the global crisis of plastic pollution on Environmental Day, not just by spreading awareness but by sparking real action. We aimed to turn the Mahabalipuram Lighthouse, one of India’s most iconic landmarks and a UNESCO World Heritage site, into a powerful symbol of our planet’s need for change.

STRATEGY & EXECUTION :
The strategy was twofold:
1.To leverage the Mahabalipuram Lighthouse, a historic beacon of culture, as a metaphor for the planet's struggle against plastic pollution.
2. To condense the entire concept of breaking plastic chains and collective action into an effective interaction design.


When users pointed their Snapchat camera towards the lighthouse through our AR lens, they saw their surroundings immediately filled with polluted air and witnessed the lighthouse choked by plastic waste.

Utilizing advanced 3D scanning and programming, we crafted this immersive visual experience, allowing users to feel the severity of the issue right in front of their eyes. The execution featured a simple yet impactful interaction: users swiped to break all the plastic pollution surrounding the lighthouse, condensing the idea of breaking plastic chains into this intuitive action.

As users cleared the pollution, they unveiled a restored, green landscape. This real-time transformation demonstrated how individual actions could contribute to collective environmental restoration, making the experience both personal and powerful.


RESULTS :
The lens was a resounding success, engaging thousands of users who visually experienced the powerful message of our campaign. They didn’t just see the impact of plastic pollution—they felt it and actively participated in overcoming it. The campaign turned the Mahabalipuram Lighthouse into a rallying point for action, inspiring users to believe they could be part of the solution.
This Augmented Reality experience transformed passive awareness into active participation, proving that technology can drive real-world change.