When Mazda asked JWT to feature their newest nameplate (the MX-5 RF) in an out-of-home campaign they knew they had to create something as innovative and engaging as the vehicle itself. It’s an eye-catching roadster that they knew would turn heads.
With that insight in mind they hand-picked a high-traffic video wall in the heart of the financial district. They knew a complicated message wouldn’t cut it in this busy walkway, so JWT opted for a simple headline and counter that kept track of all the heads that turned to look at our billboard.
In order for it to work they needed an innovative combination of crowd detection and facial recognition technology. First identifying when someone is in the vicinity of the board and then verifying through a number of separate algorithms to determine that a person has turned their head to towards our hidden camera within the billboard.