Wall's Outdoor SMILE ACTIVATED VENDING MACHINE by SapientNitro Miami

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Industry Ice cream & Cold desserts
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United States
Agency SapientNitro Miami
Executive Creative Director Tom Evans
Creative Director John Mchale
Art Director Chomoi Picho-Owiny
Released April 2010

Credits & Description

Category: Ambient: Digital Outdoor
Advertiser: UNILEVER
Product/Service: WALL'S ICE CREAM
Executive Creative Director: Tom Evans
Creative Director: John Mchale
Art Director: Chomoi Picho-Owiny
Account Manager: Greg Boullin
Date of First Appearance: Apr 28 2010 12:00AM
Entrant Company: SAPIENTNITRO, Miami, USA

Description of Ambient execution
First we helped Walls create their new global brand positioning: “Share Happy”. Then we needed to bring Share Happy to life in simple, fun way with ice cream at the heart. We created a wide range of activation but the centerpiece is the world’s first smile activated vending machine. Simply smile at our vending machine and it gives you a free ice cream. Share Happy! The machine was first revealed in a mall in Milan, Italy. Our first challenge was to get passers by to notice the machine. We developed an entertaining ‘attractor screen’ that superimposes consumers’ faces onto the heads of cute illustrated characters. In the same way the Hall of Mirrors never fails to amuse, the experience was instantly engaging – making the machine incredibly difficult to walk past without interaction. Once we have people’s attention we ask them to come closer and smile for a free ice cream. Using facial recognition the ‘smile-o-meter’ measures their smile - hold that big cheesy grin and we take a picture. We upload the smile to Facebook and they get a free ice cream! Using the huge touchscreen customers browse the menu and select their ice cream. The interface itself uses a charming ‘stop motion’ technique – a refreshing change from the usual computer generated imagery and a direct expression of the artisanal “Share Happy” brand language.