We started by imagining a future where even an authentic experience like and African Safari would be digitally augmented. So we set out to film a commercial that showcased all the natural wonders that travelers might experience on the continent – from a pride of lions to Mount Kilimanjaro framed by a herd of elephants. The only catch, in order to see the rhino, one of Africa’s Big 5 – our party had put down their cameras and put on a headset to map the animals in augmented reality.

We then developed an augmented reality app where smart-phone users could see life-size, fully articulated digital rhinos mapped into an urban public space via their handsets. This juxtaposition would play as a dystopian virtual game park – and highlight the urgency of the call to action.

The campaign ran for several weeks on the DSTV platform with a high rotation on the Sony Channel (127 on DStv) and Sony Max (128 on DStv), whilst commuters enjoyed the thrill of the SafarEye app for the months of September 2016 to March 2017 at the Sandton Gautrain Station.

Sony Pictures Television Networks portfolio includes 150 channel feeds available in 177 countries, reaching more than 1.3 billion cumulative households worldwide.