For the “100 colours” campaign, we developed colour recognition technology that, when a person stood in front of the screen, could identify the dominant colour they were wearing. The application then applied this colour to the creative shown on the screen – changing it to reflect the colour of the clothes worn by the person. The campaign ran across multiple locations, was installed in shopping malls in Johannesburg and Durban, and was supported by exhibition space and promoters, engaging consumers in the real world and allowing mall visitors to see, touch, and experience the product.
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