The biggest disruption in out of home technology has arrived: augmented reality for the naked eye. This new technology called ECHO, has been developed by media innovation company Lightvert. To demonstrate the potential of ECHO, they took the opportunity to fresh thinking students who were free from the baggage of traditional responses to marketing briefs. The output of their efforts demonstrates the need for us all to think differently about how and where we engage consumers. These learnings will help Lightvert take the ECHO technology to market and inspire communication innovation.