Creativity

Walkers' Interactive Poster Gets You to Spell With Your Body

Campaign Is Part of a Vacation Promotion

By Alexandra Jardine. Published on May 19, 2016

Editor's Pick

Walkers has been entertaining shoppers in Manchester, U.K. with an interactive poster that invites people to make the shapes of letters with their bodies.

It's all part of a wider promotion by the Pepsico-owned snacks brand that invites people to collect the letters from special packs and spell a destination to win one of 20,000 vacations. The way it works is that if people can successfully form the letters, they can add those letters to their collection.

The poster uses bespoke technology combining touch-screen, real-time gesture recognition and machine learning to identify the postures replicating each letter. Participants are guided through the process with playful and humorous messages of encouragement.

The campaign, by AMV BBDO and digital production company Grand Visual, ran on May 9-10 in Manchester, and will be running again this weekend.

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About

Credits

Date
May 19, 2016
Agency:
Abbott Mead Vickers BBDO
Client:
Walkers
Marketing Director:
Rachel Holms
Senior Brand Manager:
Amit Singh
Creative Director:
Paul Brazier
Copywriter:
Diane Leaver
Art Director:
Simon Rice
Agency Planner:
Steve Hopkins
Board Account Director:
Tom Shattock
Account Director:
Kate Govier
Account Manager:
Charlotte Oram
Agency Digital Producer:
Rebecca Comer
Head of XLab:
Daniela Michelon
Agency Project Manager:
Duncan Collins
Agency Designer:
Sean McCarthy
Agency Motion Graphic:
Emily Brennan
Media Agency:
OMD
Media Planner:
Clare Sargeant
Media Planner:
Ann Wixley
Digital Production Company:
Grand Visual
Production Company Producer:
Scott Brock
DOOH Production Director:
David Parish
Technical Director:
Keira Kaine
Product and Services Director:
Tim Last
Software Developer:
Andy Smith
Sound Design Studio:
EG+ Worldwide
OOH Specialist Agency:
Talon Outdoor

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