Websites are already able to serve up ads customised for whoever happens to be viewing a page. Now an ad agency in Russia is taking that idea one step further with an outdoor ad hoarding that’s able to automatically hide when it spots the police coming.
The ad was apparently created in response to Russia’s ban on food imported from the European Union and the United States last summer, which is said to have hit a shop called Don Giulio Salumeria particularly hard since it relied on selling authentic Italian food. Not surprisingly, it wasn’t hard for the shop to continue to get and sell its Italian imports, but to advertise this to consumers, it hired an ad agency called The 23 to create this unique billboard.
With the aid of a camera and facial recognition software, the technology was slightly tweaked to instead recognise the official symbols and logos on the uniforms worn by Russian police. And as they approached the billboard featuring the advertisement for Don Giulio Salumeria’s imported Italian goods, it would automatically change to an ad for a Matryoshka doll shop instead.
Was the stunt effective? That’s debatable. In the video the police clearly have enough time to recognise the grocery store’s advertisement for banned foods before it changes. If nothing else it is a virally shrewd way to get people knowing about Don Giulio and his now far-more-recognised imported Italian goods, and The 23 ad agency.