Croatia Osiguranje

AI Anxiety Meter

Agency: Bruketa&Zinic&Grey


Croatia Insurance, Bruketa&Zinic&Grey and Go2Digital created the AI Anxiety Meter – digital citylight measuring anxiety levels of passers-by. AI Anxiety Meter campaign aimed to highlight dangers of long-term emotional stress and consequences of not taking care of mental health, especially as past 3 years have been some of the most stressful for Croatians.

The country was struck by earthquakes and it ranked 8th in the world in Covid-19 deaths per capita. Furthermore, the recent conflict in Ukraine felt too close for a nation that endured some of the most gruesome wars in recent history. All this resulted in an alarming rise in mental health issues. Croatia Insurance and Bruketa&Zinic&Grey agency wanted to correlate the emotional state of Croatians with the level of health risk they were facing and offer them a personalized solution, in real-time.

They partnered up with Go2Digital and created AI Anxiety Meter. They used cameras in existing digital DOOH locations and paired them with the use of AI-based mood recognition algorithms that were able to perform facial coding and measure anxiety levels of passers-by.

Google face mesh and automatic facial emotion recognition (FER) technology along with other algorithms analyzed facial muscles using machine learning to identify a combination of 8 emotions defined as anxiousness.

As passers-by would walk past, the screen invited them to participate. The users would stand in front of the screen, give their consent by waiting 5 seconds for the application to screen their face and show them their level of concern which would be automatically measured and displayed. Depending on the result, a dynamic personalized message would have been displayed.

Those with the highest levels were directed to a free preventive check-up, while those with lower levels received messaging around the importance of Health Insurance.
They showed that an encounter with an ad could help you live a healthier life.Instead of people watching commercials, commercials now watched them back, for a greater good – their mental health.

People queued to measure their anxiety levels. 1/3 of all passers-by interacted with the ad, meaning 8% of the Croatian urban population measured their anxiety level in two flights of the activation.

The average interaction with the ad was measured at 18.8”, which exceeded the average dwell time around a DOOH ad by 817%.

Even though the campaign is over, the AI Anxiety Meter will continue to live in the Croatia Insurance mobile app – freely available to everyone who needs it.

This professional campaign titled 'AI Anxiety Meter' was published in Croatia in October, 2021. It was created for the brand: Croatia Osiguranje, by ad agency: Bruketa&Zinic&Grey. This OOH Outdoor medium campaign is related to the Finance and Health industries and contains 1 media asset. It was submitted almost 2 years ago.


Creative Agency: Bruketa&Zinic&Grey, Zagreb, Croatia
Media Partner: Go2Digital, Zagreb, Croatia
Marketing Director: Marija Jakeljic / Croatia Insurance
Head of Marketing Communications: Zrinka Jugec / Croatia Insurance
Marketing Communications Expert: Mirela Jaksic / Croatia Insurance
Copywriter: Ivan Golubic / Bruketa&Zinic&Grey
Creative Director: Davor Bruketa / Bruketa&Zinic&Grey
Account Director: Roberta Kranjec / Bruketa&Zinic&Grey
Account Executive: Karla Katanec / Bruketa&Zinic&Grey
Art Director: Ivana Momcilovic / Bruketa&Zinic&Grey
Designer: Toni Bursic / Bruketa&Zinic&Grey
Video Production Manager: Anja Pecovnik / Bruketa&Zinic&Grey
Videoanimator: Tvrtko Karacic / Bruketa&Zinic&Grey
Marketing Director: Dean Udatny / Go2Digital
Director R&D: Hrvoje Bandov / Go2Digital
Media Director: Ana Simic / Millenium promocija


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.