Selfnation poster scanner analyzes the mood of passers-by
Y&R Group Switzerland/Wunderman, Clear Channel, and Selfnation have created a digital billboard that gives passersby coupons for colorful pants based on their mood.
December has the shortest days, and the gray season really takes a toll on one’s mood. But that’s not the only factor: As studies have scientifically proven, the color palette of one’s clothing also affects individual well-being. The more colorful your outfit, the happier you are. Together with the Y&R Group, Selfnation has created the first digital billboard that measures people’s moods based on this finding. The “happiness score” calculated from this data results in a discount on colorful pants, which are sure to lift your spirits.
The Selfnation Happy Scanner combines various technologies that allow people to be segmented via facial recognition—using «Pixelate»—and displayed on an e-panel. The resulting pixels are sorted into a color scale by an algorithm, and the percentage of black is calculated. This value corresponds to the discount offered by Selfnation. For example, an 85 percent black content results in an 85-franc discount. Using the QR code that appears on the e-panel, passersby can purchase pants from the color collection in Selfnation’s online store. Ultimately, the colorful custom-fit pants are intended to have a positive effect on the wearer’s mood.
The campaign took place in the Zurich area in December—the darkest month of the year—in collaboration with Clear Channel Switzerland.
Contact at Y&R Group Switzerland/Wunderman: Swen Morath (CCO), Susanne Weeber, Kevin Zysset (Art Director), Konstantinos Gkikas, Raphael Grob (Graphic Design), Anna Leudolph (Copywriter), Marcel Berberich (Head of Technology), Nick-Patrick Herrmann (Consultant).
Responsible at Selfnation: Matteo Delbrück (Head of Marketing), Martina Banderet (Content & Social Media Manager).
Responsible at Clear Channel: Franzisca Givotti (Head of Marketing), Andrea-Antonio Sarnella (Senior Digital Account Manager).
