We collaborated with advertising agency WCRS, Ocean Outdoor and renowned photographer and long-term Women’s Aid supporter Rankin to create the Look At Me campaign as part of our Blind Eye project.
A “global first”, Look at Me was an astonishing interactive outdoor campaign. Screens in key public spaces (Canary Wharf, Westfield Shepherd’s Bush and the Birmingham Bullring) would first show a woman who was beaten and bruised. As long as people ignore them, the images remain the same. But, once people start noticing the screen, the bruises begin to fade and the models’ faces were completely healed.
We used facial-recognition technology to make this happen, employing cameras that could detect when someone was looking towards the screen and then triggering the change on screen. The more people who looked at the campaign, the faster her bruises would heal.
The campaign was phenomenally successful, generating mass awareness of domestic abuse through media coverage in 20 countries, reaching 326.9 million people. The campaign has also received a number of awards:
Cannes
Gold Lion – Outdoor
Silver Lion – Cyber
Shortlisted – Grand Prix For Good
CLIOs
Silver – Out of Home
BIMAs
Winner – Public Life category
Winner – Location based category
Winner – Grand Prix 2015
Campaign BIG
Nomination – Charity
Media Week
Silver – Media Idea under £250k
Shots Awards
Silver – Best Use of Outdoor
Silver – Charity Campaign of the Year
Festival of Marketing (The Masters of Marketing)
Winner – Charity
Winner – Outdoor and Location Based Advertising
The Drum Creative Out of Home Awards
Winner – Digital, Interactive
Winner – Digital, Use of Digital Technologies
Winner – Grand Prix
Commendation – Innovation
Shortlisted – Digital, Use of Live Updates
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