The Head Turning Billboard

Agency: JWT


When Mazda asked us to feature their newest nameplate (the MX-5 RF) in an out-of-home campaign we knew we had to create something as innovative and engaging as the vehicle itself. It’s an eye-catching roadster that we knew would turn heads. With that insight in mind we hand-picked a high-traffic video wall in the heart of the financial district. We knew a complicated message wouldn’t cut it in this busy walkway, so we opted for a simple headline and counter that kept track of all the heads that turned to look at our billboard. In order for it to work we needed an innovative combination of crowd detection and facial recognition technology. First identifying when someone is in the vicinity of the board and then verifying through a number of separate algorithms to determine that a person has turned their head to towards our hidden camera within the billboard.

This professional campaign titled 'The Head Turning Billboard' was published in Canada in February, 2017. It was created for the brand: Mazda, by ad agency: JWT. This OOH Outdoor medium campaign is related to the Automotive industry and contains 3 media assets. It was submitted over 7 years ago.


Advertising Agency: J. Walter Thompson, Toronto, Canada
Chief Creative Officer: Brent Choi
Chief Creative Officer: Ryan Spelliscy
VP Creative Directors: Ari Elkouby, Matt Syber-Olsen
Art Directors: Fiorella Martinez, Raul Garcia
Copywriters: Darya Klymenko, Nick Asik
Strategic Planning Director: Matt Ball
Media: Pattison Outdoor Advertising
VP Pattison Onestop: Cam Milne / Pattison
VP of Production: Dmitri Melamed / Fourth Wall
National Account Executive: Amanda Headon / Pattison
Editor: Sauce / JWT


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