The year is 2009. The challenge: Find a new way to associate Walls Ice Cream with unadulterated happiness. Be remarkable and give it a 21st Century twist.
We created the world’s first smile-activated ice cream vending machine. Simply smile and it gives you a free ice cream. Facial recognition measures people’s smiles and allows you to share them. Customers interact using a multi-touch screen and the interface uses stop motion animation.
Our tech team hacked facial recognition software to measure people’s smiles. The machine connects to Facebook, uploads the smile and the customer get a free ice cream. The #sharehappy platform extended across social channels and into traditional advertising, as well as local market digital activations. The beauty of it was that you didn’t have to have one of the vending machines in your locale to activate the campaign.
worth of media earned
smiles triggered at launch
International creative and effectiveness awards