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Roadcross: Eye Navigation

In Switzerland, accidents on pedestrian crossings have increased by 23%. A website campaign with the strapline “Make eye contact” was designed to change that. Because if you seek eye contact, you know whether you’ve been seen. To demonstrate the power of eye contact, we integrated it into the website interface. The user’s gaze was tracked by webcam and converted into commands. We used motion tracking with OpenCV face detection and increased its accuracy with filters developed in-house. Result: world’s first website controlled by eye contact attracted 13,180 visitors in two weeks, 75% of whom selected eye navigation (3'19" visit duration).

Advertising Agency: Wirz/BBDO, Zurich, Switzerland
Executive Digital Director: Markus Schärer
Art Director: Marco Zimmerli
Copywriters: Winfried Schneider, Andi Portmann
Programmers: Ralf Brändli, Ruben Frank, Ursula Christen
Published: November 2012

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3 comments

kleenex's picture
kleenex
25488 pencils

They have a concept and I guess it worked out for the company.

duffzin's picture
duffzin
27 pencils

don't give me this shit! almap BBDO BBDO BBDO too!!!!!!!! HAS DONE BEFORE!!!!!!!!!!!! http://adsoftheworld.com/media/online/volkswagen_automatic_amarok_website

JKW's picture
JKW
229 pencils

Fun digital gimmick to put money into, but do you actually think the fact that you "demonstrate the power of eye contact" will make people integrate it into their driving? I think not. I've seen the posters as well and the message is terribly unclear...

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