Vehicle manufacturer Mazda has put itself in the driving seat of crowd detection and facial recognition software in the form of a head turning billboard which keeps watch on who is looks directly at it and who walks past.
Erected within Toronto’s Royal Bank Plaza the video screen plays a 15-second loop of a MX-5 RF, enticing passers-by to give it a quick swatch. What is less apparent is that the display is equally observant, using discreet cameras to keep a running tally of those whose interest was piqued.
Ari Elkouby, creative director at J. Walter Thompson Canada, commented: “The billboard uses a combination of crowd detection and facial recognition technology. [The software] identifies when someone is in the vicinity of the board and then verifies through a number of separate algorithms that a person has turned their head to towards our hidden camera.
“To bring this idea to life, the video wall required a custom, industrial-grade computer upgrade that could process high-frame-rate video while rendering dynamic data in real-time.”
The display forms part of a month-long out-of-home campaign running throughout the Canadian capital.