BAND-AID Magic Vision started not with a formal brief, but with a big idea born out of a chance conversation. 

During a quick introductory coffee with BAND-AID's brand manager, we hashed out an idea that would differentiate the brand from generic bandages – by turning the BAND-AID bandage itself into an entertainment experience that turns moments of pain into moments of delight. 

Over the next year and change, I led a skunkworks team at JWT who prototyped, play-tested and politicked our way into producing an augmented reality platform – starring the Muppets – that creates a genuine emotional bond between parents and children.

By scanning a Muppets bandage with the Magicvision app, parents and kids unlock a magical experience in which Kermit, Miss Piggy and Gonzo magically spring from the BAND-AID to sing or joke your child back into good spirits. 

More on the subject here, via the New York Times.