From footprints to handprints.
100,000+
views across Instagram
5,000+
videos created using the filter
Viral
Organic viral momentum through tagging and challenge participation
Humanscale world earth day AR campaign
For World Earth Day, Humanscale wanted to amplify their Net Positive mission and introduce the concept of “handprints” – positive actions that offset carbon footprints. Playbound created a social AR experience designed to turn sustainability into something interactive, shareable and built for viral momentum.
Client
Humanscale
Industry
Manufacturing
The challenge
Earth Day campaigns are everywhere. Standing out is not easy. Humanscale needed a way to raise awareness of handprints that felt optimistic rather than preachy. It had to be fun enough to share, simple enough to use instantly and strong enough to reinforce their sustainability leadership. The message mattered. But so did participation.
The Solution
Playbound developed an Instagram AR filter inspired by the randomiser trend. When activated, users were assigned a specific handprint action they could take to positively impact the planet. Each result unlocked a tailored mini-world blending 2D illustration and 3D effects, from playful overlays to light gamified interactions. Designed for recording and sharing, the filter encouraged users to tag friends and pass the challenge on, creating a ripple effect. Campaign messaging and branding were woven throughout to keep Humanscale front and centre.
