Danone was sponsoring a Rio de Janeiro samba school for the first time. And it needed to differentiate itself from the traditional Carnaval advertisers.We occupied an out of home space that had never been explored before and created the largest digital Carnaval in history. Thanks to augmented reality technology with geo tagging, Rio de Janeiro’s main streets turned into the stage for Danone’s parade of virtual characters. It was as simple as pointing a cell phone’s camera. Each location showed a different animation, telling the history of the brand’s products.