This is a very interesting, creative and technological ad from Amnesty International.

In there new campaign to raise awareness of ย domestic violence, Amnesty International used technology at the service of marketing. When you don’t look at the poster, it shows a man beating his wife and as soon as you look at it the image change and you see a happy and ordinary couple. The moto of the campaign is “It happens when nobody is watching”.

How does that work ? In the upper part of the poster there is a small discrete camera equipped with eye-tracking technology, that means that it can recognize wether you are looking at the bilboard or not.

This is the first billboard that reacts when people look at it so I think this campaign marked an interesting point in both the marketing domain and the technological domain and it is a really interesting, creative and meaningful mixture of both.