The Head Turning Billboard, 1 by J. Walter Thompson Toronto for Mazda

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The Head Turning Billboard, 1

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Industry Cars
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Canada
Agency J. Walter Thompson Toronto
Chief Creative Officer Brent Choi, Ryan Spelliscy
Art Director Raul Garcia, Fiorella Martinez
Copywriter Nick Asik, Darya Klymenko
Released February 2017

Credits & Description

Category: Automotive
Media: Outdoor
Brand: Mazda
Agency: JWT
Geo: Canada
Advertising Agency: J. Walter Thompson, Toronto, Canada
Chief Creative Officer: Brent Choi
Chief Creative Officer: Ryan Spelliscy
VP Creative Directors: Ari Elkouby, Matt Syber-Olsen
Art Directors: Fiorella Martinez, Raul Garcia
Copywriters: Darya Klymenko, Nick Asik
Strategic Planning Director: Matt Ball
Media: Pattison Outdoor Advertising
VP Pattison Onestop: Cam Milne / Pattison
VP of Production: Dmitri Melamed / Fourth Wall
National Account Executive: Amanda Headon / Pattison
Editor: Sauce / JWT
Published: February 2017
Description: When Mazda asked us to feature their newest nameplate (the MX-5 RF) in an out-of-home campaign we knew we had to create something as innovative and engaging as the vehicle itself. It’s an eye-catching roadster that we knew would turn heads. With that insight in mind we hand-picked a high-traffic video wall in the heart of the financial district. We knew a complicated message wouldn’t cut it in this busy walkway, so we opted for a simple headline and counter that kept track of all the heads that turned to look at our billboard. In order for it to work we needed an innovative combination of crowd detection and facial recognition technology. First identifying when someone is in the vicinity of the board and then verifying through a number of separate algorithms to determine that a person has turned their head to towards our hidden camera within the billboard.
The Mazda MX-5 RF is a real head turner.