A billboard that checks your emotions

M&C Saatchi in the UK are currently testing billboards which read viewer’s emotions and react to their facial expressions. Bit creepy!!
The billboards, which have already been displayed in London, have a hidden Microsoft Kinect camera which photographs passerby’s reactions and display different images, designs, fonts and colours depending on their mood.

“A genetic algorithm tests different executions based on the strength of their various features or ‘genes’, such as copy, layout, font and image. By installing a camera on the posters, M&C Saatchi is able to measure engagement of passers-by based on whether they look happy, sad or neutral.

“Genes (or ads) which fail to trigger an engagement will be ‘killed off’, whereas those which prompt an engaged reaction will be reproduced in future executions, leading to a Darwinian approach to advertising whereby only the strongest creative executions survive. Not only that, but a small amount of these genes will mutate at random, meaning that the next generation has a chance to naturally improve over time.�?

Agency: M&C UK
Via: B&T Australia