French rugby players are more than athletes. They're national heroes of a legendary story of abnegation, sacrifice and honour.

That's why when the French bank Societe Generale celebrated 25 years of rugby sponsorship, they asked us to do something that would fuel this legend.

Our strategy was simple: tap into rugby fans' fantasies to bring them a gift they won't forget.

First, we gathered the most iconic French rugby players of the last 25 years for a historical photo shoot. Then we did something fans wouldn't even imagine: we invited them to spend a few seconds with this fantasy team, in the intimacy of a locker room.

Because we couldn't bring them physically in, we designed a technological shortcut.

By scanning our print ads with their smartphones, fans would be transported in the locker room, and able to navigate as if they were holding the camera.

This first video-augmented photography allowed everyone to get a closer look at their idol - and live a little bit of the legend - courtesy of the most dedicated fan of all: Societe Generale.