(6 votes, average: 3.83 out of 5)
I expect the Microsoft Kinect to be partnered up with tonnes of digital billboards and installations this year, and here is just one example to help kick it all off. Autism Speaks has created a Kinect powered digital billboard featuring a life size girl who avoids eye contact no matter how hard you try.
The Kinect in this instance is used to track the head movements of the people looking into the digital billboard and continually position the child’s head and movements to avoid eye contact. Here the billboard is used at some kind of controlled event, but with a little extra crafting, it would be perfect to be installed just about anywhere. BTW the ad is getting some heat on YouTube!
Aden, I normally really like your posts but this post troubles me somewhat. I tend to agree with the ‘heat’ you mention on Youtube. Seems a terrible waste of resources to put this digital billboard together but I imagine BBDO would be doing this as a pro bono exercise. Seems like Corporate Responsibility in the wrong hands (those of advertising executives) who completely miss the point on most occasions when dealing with this market segment. When the voiceover says “Avoiding eye contact could be a sign of autism,” it reminds me of something the gents on Southpark might say.
Sorry but this one is way off the mark.
Hey Linda,
Yeah, this post is a little different, I’m posting from the interaction point of view, rather than this being a great ad (per say)… And yes, the heat on YouTube is probably justified… Wouldn’t you think?
I definitely think it’s justified. I do feel sorry for the management at Autism Speaks as the organisation has no doubt spent years trying to educate the community on autism and its complexity. They’ve been led down the garden path on this one and may need to consider strategies on how to repair the damage. As for the interactive element, it’s certainly effective. BTW, anything interesting on corporate responsibility being structured digitally in a meaningful way is always interesting for us readers! Thanks!
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