SPECTACULAR USE OF DATA
As we write, a collaboration between Bad Star and the digital out-of-home specialists Voodooh is being showcased at the Cannes Lions Festival of Creativity.
The project in question – for the eyewear designers Kirk & Kirk – produces visuals according to data picked up by a video sensor.
Knowing your audience
A screen beckons passers-by towards it and then “talks” to them. As it does so, it makes the following assessments:
The screen then displays a model wearing eyewear matching the person standing in front of it. The Quvidi-developed technology selects one of ten colours from the Kirk & Kirk collection and a gender-matched optical frame or sunglasses.
Suits you, sir or madam
So, for example, a man with glasses who’s wearing a blue shirt will be presented with an image of a man wearing blue-framed glasses for men. And a woman without glasses who’s wearing a red top will see a woman in red sunglasses designed for women.
It’s an exciting example of how a formerly one-way exchange is now an interactive two-way experience.
These reactive experiences are more involving and more relevant. And may also yield some useful data, too.