#microsoftkinect

What is it? An experiment by M&C Saatchi, in collaboration with Clear Channel and Posterscope to develop an ad by artificial selection. The billboard uses a Microsoft Kinect camera to read people’s expressions in response to a (currently fake) advert. Different elements of the design “mutate” periodically, allowing the billboard to experiment with design for maximum impact.

It’s good because the Darwinian approach to advertising takes A&B testing and market-specific design to the next level, while its empirical approach sidesteps any agency or client bias in terms of design and content.