Gerber is allowing fans of the brand transform their babies into the iconic Gerber baby logo, using augmented reality.
The baby food brand worked with agency R&R Partners on the AR filter, which can be found via its Instagram and Facebook pages. It's part of its annual Gerber Photo Search campaign to find the face of the brand.
To make any baby look like the Gerber tot, the agency used AR shading to develop the effect that most closely matched the logo, which it says was "a true challenge" given differing lighting and environmental factors. There was also plenty of testing to ensure the experience would be consistent no matter a user’s environment.
“The Gerber Baby is one of the most iconic brand images in the world, beloved by generations of families,” said Matt Mason, chief strategy officer for R&R Partners in a statement. “The concept had such amazing potential, but it had to be executed perfectly given the subject matter. The result is a perfect use of AR for a brand, simple to engage with, visually delightful and capable of generating billions of social impressions. I mean, who doesn’t want to see their child, niece, nephew or grandchild as the Gerber Baby?”