Less of an ad and more of a test, this is the latest recruitment campaign for the Australian Defence Force, called Mobile Medic – and it just won 4x Gold and many more silver/bronze at Cannes Lions 2012. A mobile app that challenges you to diagnose the patient in the ad through the Mobile Medic app, it uses image recognition layered into an Augmented Reality framework, so as you move your phone in front of the billboards, the app tracks to it, and literally X-rays the the person in the ad.

The challenge is to find the patients medical issue, explore it, and then diagnose it, all via the app. If you’re good enough, you’ll be asked to become a medic! Created by the guys at GPY&R + VML.

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