NUTELLA MORNING MOODS

TitleNUTELLA MORNING MOODS
BrandFERRERO
Product / ServiceNUTELLA
CategoryC02. Interactive & Dynamic Billboards / Posters
EntrantPHD Sydney, AUSTRALIA
Idea Creation OOH! Sydney, AUSTRALIA
Media Placement PHD Sydney, AUSTRALIA
Production OOH! Sydney, AUSTRALIA

Credits

Name Company Position
Sarah Montague oOh! Media Creative Director
Ella Trengove oOh! Media Lead Designer
Nick Raue oOh! Media Designer
Cameron Gage oOh! Media UX Designer
Fabian Flores oOh! Media Senior Producer

Brief Explanation

Consumers were prompted via copy on OOH retail screens to come and interact with the interactive panel as they were detected walking past. When a consumer engaged with the interactive panel a Nutella jar that could read your mood by way of your facial expression (happy, grumpy, inspired). We used Kinect facial mapping technology to determine what mood you are in the morning, then deliver an interactive Nutella jar that could be scaled as big or as small as possible by way of the consumers hands – photo booth style, that matched that mood. Consumers were then prompted with the options of either SMS or e-mail to send the image to themselves. The interaction finished with the panel displaying where they could pick up a Morning Mood Nutella jar specific to the shopping centre they were in.

Execution

There are many different types of “morning people”. Some people bounce out of bed, feeling awesome and full of inspiration for the day ahead. Others struggle and are known as the grumpy ones in their house. We realised that by holding a mirror up to these morning moods we could make people smile with Nutella. Enter the animated “Nutella Jar”. A life-like computer generated character, who was excellent at identifying people’s morning moods. As people walked past the interactive panels, a talking Nutella Jar would engage them and enquire as to their mood. With facial recognition ability, gender differentiation and item identifying ability, such as glasses, number of people viewing the screen together, our nutty know-it-all could identify people’s mood and transform into their current mood, reflecting the limited-edition Nutella jars available in store.