Alfred Dunhill and Aurasma have collaborated to create a unique digital experience, spearheading the creativity of augmented reality in the work of luxury and retail. Previously unseen in the luxury industry, dunhill will apply Aurasma technology – the  leading augmented reality platform, that uses smart phones and tablets to recognise images in the real world – to enrich the Autumn Winter 2011 Voice campaign. Pioneering innovative media to bring the images to life, every appearance of the Voice campaign can now be transformed into moving images and a transactional platform.

This technology is the evolution of the QR code, it allows any image to act as a trigger rather than relying on a symbol.


The Aurasma Lite app is free to download from the App Store and, from 31st August, hold it over any of the new dunhill  Voice campaign images to bring them alive, as well as seamlessly linking to dunhill retail where you can ‘shop the collection’ or find out more about the cast of the Voice campaign. Not limited to use on print adverts, the app works with our billboards and online iterations as well.

NB: When downloading the app, if asked if you can see an ‘A’ symbol, then please say YES.


Aurasma is a revolutionary, augmented reality platform that uses advanced image recognition technology to merge the physical and virtual worlds. Using a smart phone or tablet computer, Aurasma is capable of recognizing objects in the real world and overlaying this view with an interactive layer of the virtual world. Aurasma was created using industry-leading technology from Autonomy.

Download the dunhill Augmented reality app from iTunes here.