Reader Patrick B. sent me an interesting item on an experimental "aware" ad in Hamburg, Germany, that "sees" when it's being viewed.
Placed by Amnesty International, it uses a camera to determine if it's being looked at head-on, then changes the creative from a contented-looking couple to a man battering his partner as you look away. (I have no idea what happens in a crowded bus stop, BTW...) The headline reads "It happens when nobody is watching".
Here's what it looks like:
Powerful stuff, with a focussed message. And while it won a silver at Cannes, Copyranter points out that it's a one-off intended for that sole purpose.
Hopefully, though, this technology will add to the arsenal of social marketers trying to make a real difference. Although its consumer applications could get annoying (remember the urinal ads that talked to you while you peed?) the international press this ad is garnering should at least add to awareness on the issue.
Award info and full credits are here.