Entertainment > Brand Experience
MUSEUM OF FEELINGS
OGILVY & MATHER , Chicago / SC JOHNSON / 2016
Awards:
Overview
Credits
Overview
CampaignDescription
In today’s world, people are more desensitized than ever before. In fact, 46% of us won’t even feel one positive emotion today. So Glade, an Air Care brand, set out to change all that by reconnecting people with their emotions.
Each day, millions of selfies hit the Internet. Selfies reflect all sorts of things, from what you’re wearing to what you’re doing, but what they don’t show is how you’re actually feeling. As a digital extension of the Museum of Feelings experience, MoodLens took the ordinary established behavior of taking a selfie and elevated it to art that changed color to reflect feelings in real-time. Not only could you see how you were feeling, but you could show other people, too. Sharing emotions used to be a difficult thing; now, it’s as easy as snapping a selfie — all thanks to Glade.
Execution
We knew that as much as Millennials love experiences and their associated social currency, taking the same photo as 10,000 others is only so interesting. And in an overflowing sea of content, advertising messages are completely lost or even blocked. The brand needed a more relevant way to reach skeptical Millennials in an age of media abundance and attention scarcity. So we tapped into their underlying needs by creating an experience that’s uniquely custom by using a user’s own feelings as data inputs. Only after users experienced their picture transforming with emotion first-hand, was it revealed that the new-age experience was by the 60-year-old brand, Glade. The goal was a complete brand reframe that Millennials didn’t just hear or see but felt.
Outcome
44,000 MoodLens selfies were created onsite and online. The MoodLens Living Gallery was filled with 26,000 MoodLens portraits. The MoodLens digital experience reconnected people with their emotions using technology and gave the world a relevant new way to explore the Glade brand.
Relevancy
MoodLens is a digital experience that elevated the act of taking a selfie. As part of The Museum of Feelings, it used technology to turn emotions into art. Influencer partnerships raised awareness. A microsite allowed users to create their own using different inputs, depending on if they were onsite or online. A Twitter partnership allowed profile pictures to reflect emotions for the first time ever. A Living Gallery aggregated consumer generated content, transforming it into data visualizations that tracked the world’s emotional status. MoodLens gave people the tools to transform selfies into beautiful, sharable art that reflected emotion.
Strategy
In an age of media abundance and attention scarcity, the Glade brand needed a more relevant way to convey the linkage between scent and emotion to our skeptical Millennial female audience. We wanted to tap into their underlying needs and behaviors by creating an experience that was uniquely custom, mobile-first and inherently sharable on social media. Most importantly, we wanted to use our target’s own feelings as data inputs.
Synopsis
We needed to breathe new life into the aging 60-year old Glade brand by offering the public a new way to experience the brand and core product, fragrance. To prove, first hand, fragrance evokes emotions, we built a museum curated by scent and invited our Millennial target to step inside and turn their feelings into art.
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