The Anne Frank House tackles modern forms of intolerance with a personalized augmented reality (AR) experience by harnessing the powerful imagery of the library used to hide Frank from Nazi persecution.
The Bookcase for Tolerance app was developed by Media.Monks with advertising agency Innocean Worldwide to coincide with the Unesco-designated International Day for Tolerance by telling the stories of Anne Frank and four young victims of discrimination today.
Carrying a #DontHateEducate message, the project incorporates a companion website and docuseries to feature testimonies from people affected by verbal and physical forms of intolerance.
The AR Experience invites audiences to enter five virtual rooms containing personal items relating to each occupant to immerse themselves in the life of Dalit, a woman forced to confront anti-Semitism; Mees, a non-binary transgender person struggling to be accepted; Kuei, a young black woman victim of racial discrimination; and Majd, a refugee who faces prejudice because of his roots.
These stories are told in the context of Frank’s own experiences to show that hope is eternal, even in times of greatest despair.
Describing the technical prowess behind the app, Patricio Berríos Lobos, XR Creative Director at Media.Monks, said, “Bookcase for Tolerance is a great use case for immersive storytelling through AR. Being able to literally step into the Secret Annex and get a glimpse into Anne’s life is a moving experience, so far only possible at the Anne Frank House Museum.
“In this context, the narrative leads us through the stories of modern youth facing intolerance; Using special cameras, we scanned their parts to generate 3D photos – a technique called photogrammetry – that users can explore in a 1:1 review, true to the reality of their experiences.
The public relations of the initiative are handled by the Dutch company Hagens.
It’s been a busy week for Media.Monks, which only yesterday acquired Italian content marketing agency Miyagi in a Mediterranean move.
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