Stories of the Road

Celebrating 100 years of the Great Ocean Road

2019 marks 100 years from the day construction commenced on the Great Ocean Road. The Social Crew engaged EyeJack and Code on Canvas to create an Augmented Reality experience for the #IAM100 campaign, celebrating the centennial anniversary.

The Social Crew created a number of amazing installations along the roadCircular public seating was fabricated and dressed with ecowood and incorporates featured artworks by local artists painted in a palette which reflects the Great Ocean Road and its environment, plus each holds within it a story activated with Augmented Reality.

QR Code Trail

We designed and fabricated a set of plaques which were installed across 32 locations along the Great Ocean Road between Torquay and Apollo Bay. Each plaque contained a unique QR code and when scanned, took the user to a page on the website to find out more about the location.

10 of the locations were activated with augmented reality, revealing their special historical moments with animated AR stories. These hidden gems could be viewed through the Stories of the Road app available on iPhone and Android.

Stories of the Road App


We worked very closely with The Social Crew, who had tirelessly researched and collaborated with local councils to provide us a brief for the AR animations and steered the creative direction to ensure alignment with the overall campaign.

EyeJack illustrator and animator Alexander Hare did a fantastic job of bringing the stories to life. Alex created 10 artworks in the style of old Australian tourism posters with support of Bryce Pemberton and Richard Bessell doing the sound design.