Women’s Aid: Look at me

Date: March 2015
Agency: WCRS, London
Country: United Kingdom
Executive Creative Director: Ross Neil
Digital Creative Director: Dino Burbidge
Digital creative: Gon Fernandez
Digital creative: David Gordon
Creatives: Mike Whiteside and Ben Robinson
Strategist: Stuart Williams
Agency Producer: Sam Child
Photographer: Rankin

The digital posters show images of three models who have been beaten and bruised. As long as people ignore them, the images remain the same. But, once people start noticing the screen, the bruises begin to fade and the models’ faces are completely healed. The campaign uses innovative facial-recognition technology to detect when passers-by are looking towards the digital screen and activate the transitions.

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