Coinciding with International Women’s Day, this campaign was rolling out across premium digital sites at Canary Wharf, Westfield Shepherd’s Bush and the Birmingham Bullring. Through a partnership with Geowave, included some push notifications to passers-by in the vicinity, encouraging them to look at the poster sites and linking through to a donation-driving microsite.
The digital posters show images of three models who have been 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 are completely healed. The campaign uses innovative facial-recognition technology to detect when passers-by are looking towards the digital screen and activate the transitions.
Awards winning project with more than 20 awards, including: Cannes Festival 2015, Gold in Outdoor/Ambient/Digital Screens and Silver in Cyber Lions, Grand Prix in Creative Out of Home Awards, 3 BIMA 2015 awards featuring Grand Prix & Masters of Marketing Awards y 3 D&AD Pencils
Creative Director: Ross Neil
Creative Technology: Gon Fernandez, Lee Barrows and Dino Burbidge
Creatives: Mike Whiteside and Ben Robinson
Digital Art Director: Felipe Faúndez Fuentes
Agency Producer: Sam Child
