UI/UX + Art Direction + Visual Design
Client: Unilever / Holanda
Brief: Unilever wanted to increase awareness of their Holanda ice cream brand across Mexico through a strategy that integrated digital and traditional mass media
Solution: A nationwide 360 campaign in which people could share a smile in exchange for 2 cones of ice-cream - one for the "smiler", the other for sharing(thus producing another smile).
Ice cream was dispensed by touch-sensitive vending machines, which were installed in high traffic pedestrian areas. Each one had a camera-enabled smile detection system that made getting ice-cream as easy as smiling.
Each smile was also registered into a counter, accessible through web, that served as a symbolic quantification of Mexico’s happiness. The smile count ended on April 11 - and it was marked by a massive musical event with free ice-cream, held in celebration of Mexico being a very happy country.
The brand’s popularity was greatly increased, as it became a reference for sharing and having a good time with friends.
*Creative Direction & Strategy by Xabi Liceaga.