Faces everywhere? Digitec makes you look twice
Micro or alien? In Digitec’s new product campaign, a human trait called pareidolia determines what viewers see—or don’t see.
Everybody knows the phenomenon: Actually it is only a clothes hook, a cloud or the front of a car, but we see a face in it. The phenomenon is called pareidolia and has been anchored in humans since time immemorial, when the reflexive interpretation of possible facial expressions served for the early detection of danger.
This is precisely the effect that Digitec's new Digimoji campaign exploits in a striking way. Where one moment you only see an ordinary technical object, the next you suddenly see an alien or other strange creatures and faces.
The special feature: None of the 20 products shown in the campaign has been altered by Photoshop for this purpose. Just like the comments in the community campaign, they are all trouvailles that can be reproduced exactly 1:1 in the digitec.ch are to be found.
Clémence Censi, graphic designer and lucky finder of the digimojis, came across them almost by themselves during research shortly before a brainstorming session for the new campaign: "I read an article on the subject of pareidolia somewhere on the web and then browsed the store. Suddenly I saw faces everywhere and shortly afterwards infected the rest of Creation with them."
The campaign will run until October 2 in German- and French-speaking Switzerland and includes OOH and DOOH as well as display ads, social ads, advertisements, stickers and other Digimojis applications such as Face Filter and Messenger stickers.
Responsible at Digitec Galaxus: Martin Walthert (Chief Marketing Officer); Flurin Spring (Creative Director); Ursina Grimm (Head of Brand Management); Jill Wanner, Eva Lipecki (Project Management & Brand Management); Bastian Otter (Senior Copywriter); Julian Stauffer (Art Director); Clémence Censi, Maggie Blaser, Sven Mathis, Dyan Shirai (Graphic Design); Alessandro Thüler (Digital Media Design), Cédric Feusi, Luca Giugliano, Gesine Hauder (Digital Marketing & Media Planning); Anne Chapuis (French Translation). Vhe responsible at Focus Product Photography: Cathrin Schön (Photography).
