BLINK TEST

TitleBLINK TEST
BrandJIMMY NELSON FOUNDATION
Product / ServiceJIMMY NELSON FOUNDATION
CategoryA02. AR
EntrantWUNDERMAN THOMPSON Mumbai , INDIA
Idea Creation J. WALTER THOMPSON INDIA Mumbai, INDIA
Idea Creation 2 J. WALTER THOMPSON AMSTERDAM, THE NETHERLANDS
Media Placement WUNDERMAN THOMPSON INDIA Gurugram, INDIA
Production SMALL FRY PRODUCTIONS Mumbai, INDIA

Credits

Name Company Position
Senthil Kumar Wunderman Thompson Chief Creative Officer
Jimmy Nelson Jimmy Nelson Foundation Director Of Photography
Bas Korsten J Walter Thompson Amsterdam Creative Director
Marit De Hoog Jimmy Nelson Foundation PR Manager
Skanda Adiga Innov Reality Technology Director
Dhruv Ghanekar Wah Wah Music Music Director
Joseph George Wah Wah Music Sound Engineer
Priyank Prem Kumar Independant Editor
Dev Nayak Prime Focus Editor
Kevin Menezes Wunderman Thompson Editor

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. To secure the future of indigenous people and their rights, we need to share their story with the world using the message as the medium to millions of mobile users. We needed to use the power of the mobile medium to save indigenous cultures, that're disappearing faster than you can blink, using technology to deliver the message.

Describe the creative idea

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. Turn the FB camera on yourself to activate the interface with the last few tribes. The average human eye blinks every 10-15 seconds. IF YOU BLINK, THE INTERACTIVE FILM STOPS PLAYING. Warning us that if we blink, they’re gone and so will the world’s cultural diversity. The idea uses immersive technology to highlight the alarming depletion of indigenous cultures. The interactive experience celebrates the courage of the last indigenous tribes, standing still, in spite of an endangered future. JOIN THE JOURNEY TO SAVE THE LAST FEW INDIGENOUS TRIBES. The Blink films document Photographer Jimmy Nelson’s journey to preserve indigenous cultures, that are disappearing faster than you can blink, as their family trees, forests, rivers and habitats are destroyed in the quest for human progress.

Describe the strategy

Target Audience : Global Facebook Audience with Mobile Phone App. Distribution : Facebook, Instagram and DTH Channels. The strategy was to harness the very thing that is dividing tribal communities and urban populace, transforming the interface of technology that threatens indigenous cultures into an eye opener for their preservation and protection. A unique AR-Human interface was built on the Facebook AR platform, challenging the viewer not to blink. Turn the Facebook camera on yourself, switch to selfie mode and face off with the last few indigenous tribes, without blinking. Blink. And they're gone. The strategy of using an interactive mobile interface ensured that millions engaged with the campaign on their personal mobile phones and expressed their intent to join the fight for the preservation of cultural identity.

Describe the execution

Date of Release : 20 December 2018 Target Audience : Global Facebook Audience with Mobile Phone App. Distribution : Facebook, Instagram and DTH Channels. 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. Turn the FB camera on yourself to activate the interface with the last few tribes. The average human eye blinks every 10-15 seconds. IF YOU BLINK, THE INTERACTIVE FILM STOPS PLAYING. Warning us that if we blink, they’re gone and so will the world’s cultural diversity. The idea uses immersive technology to highlight the alarming depletion of indigenous cultures. The interactive experience celebrates the courage of the last indigenous tribes, standing still, in spite of an endangered future.

List the results

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 strategy of using an interactive mobile interface ensured that millions engaged with the campaign on their personal mobile phones and expressed their intent to join the fight for the preservation of cultural identity by clicking on the foundation website and contributing to the movement in real time. http://www.jimmynelson.com “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.

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