Vextini plays virtual peek-a-boo

A new campaign by Bos in Toronto uses OOH and an interactive print ad featuring an augmented reality code.

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, Canadian House and Home and Fashion that features one of three augmented reality codes. It depicts women hanging out in a downtown loft, laughing and pointing at something 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 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 wood for the fireplace, a female mummy highlighting the value of good moisturizing and a leg stubble-eliminating pirate appearing from inside a chest.
“Mix less. Miss less” aims to show ladies that with Vextini, a pre-mixed vodka martini, they don’t have to miss out on girls’ night action and gossip while in the kitchen making drinks the old-fashioned way. The campaign will run through the summer.