Birra 08 Film, Digital, Case study Cats In The Dark [video] by DDB Madrid

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Cats In The Dark [video]

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Industry Alcoholic drinks & Tobacco, Mobile applications
Media Film, Digital, Interactive & Mobile, Case study
Market Spain
Agency DDB Madrid
Executive Creative Director Fernando Barbella
Creative Director Jaume Badia
Art Director Silvia Cutillas, Silvia Cutilles
Copywriter Javier Nuñez
Production Igloo Films
Director Dani De La Orden
Released January 2013

Credits & Description

Media: Online
Category: Alcoholic Drinks
Category: Best Use of Mobile Devices
Programmer: Rsb Artesania Digital
Agency: DDB
Brand: Birra 08
Geo: Europe, Spain
Advertising Agency: DDB, Spain
General Creative Director: José María Roca de Vinyals
Executive Creative Director: Fernando Barbella
Creative Director: Jaume Badia
Art Director: Silvia Cutillas
Copywriter: Javier Nuñez
Technical Director: Emilio González
Digital Partners: RSB Media
Production Company: Igloo Films
Director: Dani de la Orden
Producer: Mireia Martinez
Account Director: Maria Jose Moreno
Synopsis:
As we all know “at night all cats are grey”. Therefore, the "Cats In The Dark" app from Birra 08 (a traditional beer from Barcelona) measures how much our perception of reality changes given the time and the number of beers consumed. You just have to select the sex of the person you want to rate and enter a subjective rating. The camera of the application analyses the facial geometry and weights all the data to give an “objective” rating of the person selected. Now, the night will no longer confuse you.
Cerveza Zero Vuit, a traditional beer from Barcelona, relatively young and with a limited deployment in the market wanted an action to publicize itself and raise awareness of the brand.
Execution
We therefore decided to make an app. With facial recognition that shows how as the night progresses and more beer is consumed, the level of demand for measuring the beauty of those around us decreases. The Cats In The Dark app. measures how much our perception of reality changes given the time and the number of beers consumed. You just have to select the sex of the person you want to rate and enter a subjective rating. The camera of the application analyses the facial geometry and weights all the data to give an 'objective' rating of the person selected.
Effectiveness
275 downloads the first night and the day after release, with over 900 'grey cats' rated by the application..Awareness of the brand and orders for it in the bars that offer it increased by 18%.Increase of over 120% in visits to Cervezas Zero Vuit website.