Mars Chocolate’s cheeky M&M characters were brought to life in an augmented reality experience in Melbourne’s Federation Square last week.

The activity forms part of M&M’s ‘Come Alive’ campaign and was developed by Starcom and follows the M&M’s Action Pack which allowed smartphone users to bring M&M’s to life in 3D off specially marked packs.

A digital media campaign featuring the footage of the interactions will be rolled out over the coming weeks.

Credits: client Mars Chocolate, activation Starcom and Habitat Media, augmented reality Devotion, creative and animation Clemenger BBDO.