Garnier Thailand, Wavemaker and Aircards have used Generative artificial intelligence (GenAI) to create an interactive DOOH experience showcasing Pride supporters in all their unique glory.
Garnier, the no. 1 skincare brand in Thailand, and its agency Wavemaker enlisted UK-based creative tech partner, Aircards, to create an innovative DOOH Pride experience that lets people celebrate their uniqueness with help from generative AI.
Taking place during the Bangkok Pride Festival on Saturday June 1, 2024, the experience – which straddled 3,790 square metres of prime billboard – encouraged LGBTQ people and allies to upload their selfies in return for a digital Garnier makeover that celebrates each person’s uniqueness.
Garnier’s General Manager, Sumitra Akararojkit, told us “At Garnier, we see our brand as beauty democratiser, delivering beauty for all regardless of age, skin tone or genders. We are proud to build inclusiveness in Thailand together with our partners, Wavemaker and Aircards, through our recent Micellar Pride campaign – a very engaging and interactive experience. Everyone can take part in our campaign to drive the encouragement of a positive perception of themselves.”
Using Pride’s globally-recognised rainbow and the strapline of ‘Remove your make-up, never your pride’, people at the parade were encouraged to scan a Garnier QR code, as shown on giant panoramic screens outside Central World, Bangkok’s premiere shopping destination.
The QR code opened access to a mobile experience where users had to use a digital cottonwool pad of Garnier Micellar Cleansing Water to wipe away negative words such as ‘Femboy’. They then had to upload a selfie while selecting three positive words that best described their personalities.
Aircards’ proprietary generative AI pipeline then created a bespoke background and face paint for each person, depending on their chosen combination of positive words. After being filtered in real-time by a moderation layer built into the pipeline, the resulting UCG was uploaded to the vast billboards for the entire Pride parade to see. Users also had the option of sharing across socials.
Aircards used generative AI to create a collection of unique background images, with AI also being used to process the merging of selfies with custom background images that matched personality traits. The studio was additionally responsible for developing all cloud hosting and analytics, alongside the moderation layer that ensured submitted images were appropriate for public consumption.
Aircards’ Chief Commercial Officer, Lewis Collins, said “Although we’ve had plenty of experience in creating custom pipelines that help clients take advantage of AI in a dynamic yet compliant manner, this project posed several challenges. The AI pipeline was configured to produce pride-inspired artwork, aligned with specific prompts shared by each user, alongside mobile integration and a cloud rendering system, all delivering rapid artwork creation times for mobile users. But the end result is a joyful representation of uniqueness that’s a perfect fit for everything Pride stands for.”
In creating a ‘connected DOOH experience’, whereby audiences can access a custom mini-site to generate a reaction on the screen, the Garnier Micellar Pride campaign is an evolution of Aircards’ previous work for L’Oreal Thailand, the brand’s first ever 3D OOH campaign called Hotel De Luxe.
CREDITS:
Brand: L’Oreal Thailand
Agency: Wavemaker, Thailand
Creative Tech Partner: AircardsAircards uses emerging technologies to deliver interactive, impactful and immersive brand experiences for clients and agency partners. The pioneering studio creates experiences across gaming, experiential, social and AR/VR/MR. One of the studio’s key projects is Butterfly Trail, a boundary-pushing and award-winning mixed reality experience that debuted on London’s Outernet screens. Services include: consulting, ideation, design, development, hosting and analytics. Clients include L’Oreal Group, Diageo and Unilever.
Follow DailyDOOH