Print and mobile campaign based off what TripAdvisor owns - their member's great, insightful reviews. And the insight that those reviews are really previews.
When you place your phone over the ghosted part of the image and capture the QR code, a scene opens up on your phone screen. It's the same scene as the ad - only live. There's a camera right there in Paris, or Orlando, or Rio, or wherever, that shows you exactly what's going on that very moment. A real-time preview.
You can download Trip Advisor's mobile app during your preview and continue dreaming and planning.