Vincor Canada’s Vextini brand is playing a game of technological peek-a-boo with Canadian women via its newest ad campaign.

The national effort, developed by Bos in Toronto with media handled by Bos Media Solutions, uses OOH and an interactive print ad appearing in Food and Drink magazine, Canadian House and Home and Fashion magazine that features one of three augmented reality codes. It depicts a group of women hanging out in a downtown loft, laughing and pointing at something that’s hidden behind the code.

‘We felt [augmented reality] was suited for getting a more interactive, social experience going with the target market,’ says Chad Borlase, co-CD, Bos Toronto.

The AR experience is facilitated online at Vextini.ca/whathappened. There are three different video scenarios that can be revealed when the ads are held up to a webcam, including a muscle-bound lumberjack crashing through a wall to chop some wood for the fireplace, a female mummy highlighting the value in good moisturizing and a leg stubble-eliminating pirate appearing from inside a chest.

Targeting women who aspire to live life as though they were 30 years old – both younger gals in their twenties and women pushing 40 – ‘Mix Less. Miss less’ aims to show ladies that with Vextini, a pre-mixed vodka martini, they don’t have to miss out on all that girls’ night action and gossip whilst in the kitchen making the drink the old-fashioned way. The campaign will run through the summer.