A truly groundbreaking advertising campaign titled 'The UN Voices Project' was launched by Saatchi & Saatchi Australia earlier this week. Tailored for the United Nations, the new campaign combines innovative creative thinking with cutting edge mobile phone and image recognition technologies. According to Saatchi & Saatchi The UN Voices Project is probably the first attempt to make outdoor posters and press advertisement voice communicating with their targeted audience. Here is how this is done according to bestadsontv.com and four examples already printed (Click images for high-res versions).
"The campaign features outdoor posters, print and online elements. These are combined to reinforce the message of giving a voice to those whose plight normally goes unseen and unheard."
"People around Sydney are encouraged to take a mobile phone photo of the featured person’s mouth and send it to a number on the poster as a text message."
"Using digital image recognition technology and an Australian first call back service, the sender receives a return phone call with a pre-recorded message from the person they have photographed, giving a brief insight into how they live and highlighting some of the issues they face."
"The message then directs people to a UN website where visitors can leave their own comments and thoughts, turning the original seven voices into thousands."
Product: United Nations
Agency: Saatchi & Saatchi, Sydney
Creatives: David Nobay and Steve Back (Creative Director), VINCE LAGANA (Creatives), Steve Jackson (Creatives)