Turned the heads of thousands
The new Mazda MX-5 RF turns heads. Havas New York took this simple concept and brought it to life with technical ingenuity.
"When Mazda asked us to showcase their new model, the MX-5 RF, in an out-of-home campaign, we knew we had to create something comparably innovative to the vehicle itself," writes Havas New York about the campaign. People would look around for the eye-catching roadster, the creatives were sure, and from that idea they created an extraordinary "billboard" on a video panel. This counted how many of the people passing by actually turned their heads to look at the new Mazda model. Not so easy, because first the technology had to detect that someone was near the board and then, through a series of separate algorithms, verify that the person was turning their head toward the hidden camera in the billboard. "An innovative combination of crowd detection and facial recognition technology allowed us to implement our idea in this way," the agency says. (nod)
