Product / ServiceHONDA
CategoryA01. Best Use of Screens
Entrant Company:DTDIGITAL Melbourne, AUSTRALIA
Advertising Agency:DTDIGITAL Melbourne, AUSTRALIA
2nd Advertising Agency:BOFFSWANA South Melbourne, AUSTRALIA


Name Company Position
Adam Morris DTDigital Creative Director
Sarah Vincenzini Ogilvy Melbourne Art Director
Isla Kirby Ogilvy Melbourne Copywriter
Robert Stock Boffswana Executive Producer

Results and Effectiveness

Over the course of the show over 10,000 dreams were created and completed in real time, and many more ambient interactions were recorded, with the total reaching 35,956 unique Motor Show visitor interactions. The attention reached thousands of people online and within a few days, the Dream Wall was featured on hundreds of sites and received thousands of social media interactions across the globe. And it was all from a smile.

Creative Execution

By utilising biometrics and rich visual design, we were able to meet the core requirements of the brief and deliver a genuinely unique interactive experience to Motor Show attendees. The experience was one of genuine awe and discovery. Not only were people able to experience a revolutionary new technology, they became the nexus of the imagery on the Dream Wall. View a video case study of the campaign here:

Insights, Strategy and the Idea

Our brief was to make Honda the talk of the Australian International Motor Show. In partnership with a creative technology company, we created an interactive “Dream Wall” that used cutting-edge facial recognition and emotion-sensing technology. The Dream Wall featured a series of cameras concealed along the front of an enormous wall of plasma screens (2.1m high by 5.5m wide). The cameras tracked and detected show attendees as they walked past. Specialised object recognition software then analysed the camera data to determine facial expressions, detecting the smiles of motor show visitors who stood in front of the wall. These smiles, if held long enough, powered unique ‘dream’ animations that were whimsical in nature but focussed around different components of the Honda company. If the animation played through until completion it resulted in a ‘dream’ being created.