desicreative.com

The National Foundation for the Deaf, via DDB New Zealand, wanted to educate people about communicating with the deaf. This rich media ad utilises the very latest facial recognition technology, which, in conjunction with the viewer’s webcam, adjusts the ad so it can’t be heard if their head moves too far to either side. When in front of their webcam they hear a voice saying: "I can only understand you when you are directly in front of me." The ad shows animated lips mouthing what you are hearing. Move from side to side and the sound will disappear, much like a person moving their head from side to side making it impossible for a deaf person to lip-read.

The Brief:
The objective of this online ad was to educate people about communicating
with the deaf.

The Work:
he rich media ad utilises the very latest facial recognition technology, which, in conjunction with the viewer’s webcam, adjusts the ad so it can’t be heard if their head moves too far to either side. When in front of their webcam they hear a voice saying:

“I can only understand you when you are directly in front of me.”

The ad shows animated lips mouthing what you are hearing. Move from side to side and the sound will disappear, much like a person moving their head from side to side making it impossible for a deaf person to lip-read.

View the work here