Background

The challenge was to help preserve the depleting wealth of indigenous cultures and isolated tribal communities on planet earth. The objective was to create sharable content inviting the world to engage with and share the life's work of legendary photographer Jimmy Nelson, who has traveled to the farthest corners of the world, to document the diverse culture and communities of over 36 isolated indigenous tribes, over the last 30 years. The campaign had to engage, activate and motivate millions to join the fight for the preservation of cultural identity across the world. Peoples with unique cultural identities need to be respected and protected. To secure the future of indigenous people and their rights, we need to share their story with the world.

Describe the creative idea (40% of vote)

The Blink Test engages with audiences using the technology that is wedging a division between indigenous tribes and urban populace. The campaign activates a face-off with the last few indigenous tribes using a AR-Human interface and the interactive film on the Facebook AR platform. The Blink film documents Photographer Jimmy Nelson’s journey to save indigenous cultures, that are disappearing faster than you can blink, as their family trees, forests and habitats are destroyed. Blink. And They’re Gone. Date of Release : 20 December 2018 Target Audience : Exhibition + Gallery Audience across several Indian cities + Global Facebook Audience with Mobile Phone App. Distribution : Galleries + Exhibition Venues in Mumbai, Bangalore and Urban Zen, New York + Facebook, Instagram and DTH Channels.

Describe the execution (40% of vote)

JOIN THE JOURNEY TO SAVE THE LAST FEW INDIGENOUS TRIBES. The Blink film documents Photographer Jimmy Nelson’s journey to preserve indigenous cultures, that're disappearing faster than you can blink, as their family trees, forests, rivers and habitats are destroyed in the quest for human progress. THE IDEA IS TO CELEBRATE THE COURAGE OF THE LAST INDIGENOUS TRIBES, STANDING STILL, IN SPITE OF AN ENDANGERED FUTURE. The film is a photographic study of the spiritual similarity and cultural differences between 36 isolated tribes, and their parallel journeys. STILL PHOTOGRAPHS INTO CULTURAL CINEMAGRAPHS : A series of immersive cinemagraphs stitched together from thousands of indigenous family portraits and never seen before still photographs elevate the visual narrative. INTRODUCING THE BLINK TEST TO FACE OFF WITH INDIGENOUS CULTURES. A unique AR-Human interface built on the Facebook platform challenging the viewer not to blink. IF YOU BLINK, THE INTERACTIVE FILM STOPS PLAYING.

List the results (20% of vote)

Millions joined Jimmy Nelson's fight for the preservation of cultural identity. Organic Reach > 45 Million on the Facebook Platform. Blink Test Activation > 3.6 Million Views Shares / Responses > 3.9 Million Individuals “The Blink AR project takes mobile technology to the next level because it shows how the latest technology can be used to save some of our oldest surviving communities - the last 36 indigenous tribes left in the world. The first of its kind, eyeball interface helped raise awareness about this important cause, and it's an exemplary project.”- Ram Cobain, Creative Strategist, Facebook. “ We had an idea of taking viewer interaction and facial recognition to the next level with this innovative interface designed to highlight the plight of the last few indigenous tribes left on earth. The creative collaboration with Facebook helped us elevate the interface to the highest level possible." - Jimmy Nelson, Photographer.