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