You continue the story online with a video through a QR Code.
Time, Inc. held a Print Ad contest, pitting local agencies against each other in an attempt to sell the city to young, creative talent. Votes were submitted by readers online.
Originally we wanted to tell five unique stories (one for each finger on the ‘Michigan mitten’). Each ad would highlight a different Detroit artist/entrepreneur, with their continuing story (video) hidden in their fingerprint (QR code). This is the perfect example of technology enhancing the user's experience. We ended up winning first place.
Once the QR code was snapped, the video below would play on a user's cellphone.