Erik Dreyer : 'Augmented Reality' campaign for FRAUENNOTRUF MÜNCHEN

Erik Dreyer photographed and filmed the 'Augmented Reality' campaign for FRAUENNOTRUF MÜNCHEN. The campaign, developed by advertising agency Brand.David, discusses the idea that female victims live in two parallel and very different worlds at the same time.

One of the worlds is visible from the outside – it represents a functioning domestic life and downplays any form of abuse. The other page represents the victims' innermost world, which is ruled by fear, degradation, pain and loss of dignity.

The campaign accurately reflects these two worlds of affected women: While the print campaign feigns an ideal world, the 'Augmented Reality' leads into the terrifying abysses that are the victims' existences.

It can be experienced through the iPhone/Smartphone and free app Junaio. Here is a small guide on how it works.

The charity campaign was supported by models Eva Vodermeier and Yanina, stylist ANNE Schmid, make-up artist ELE Kittel, both c/o AGENTUR ROUGE as well as the Markus Breuer photography agency, which took care of the project’s complete organisation.

FRAUENNOTRUF MÜNCHEN supports girls and women suffering from sexual violence and offers counselling both on the telephone and face to face.