Innovative Ad of the Week: Mazda ‘The Head Turning Billboard’ (Canada)
The new Mazda MX-5 RF is a real head turner. Well, at least that’s what a new OOH campaign from JWT set out to prove…
With an objective to create something as innovative and engaging as the vehicle itself, the agency hand-picked a high-traffic video wall in the heart of the financial district and opted for a simple headline, supported by a counter that keeps track of all heads that turned to look at the billboard.
Using an innovative combination of crowd detection and facial recognition technology, it identifies when someone is in the vicinity of the board and then, through a number of separate algorithms, determines that a person has turned their head towards the hidden camera embedded within.
Quite the head turner indeed!