Digital Craft > FUNCTION: Design; Construction; 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 using technology and the power of scent.
There’s a powerful connection between emotion and scent. In fact, scent can actually change the way we feel. Glade wanted to demonstrate this connection and put it on display with the Museum of Feelings, the first museum that reacted to its visitors’ emotions and turned them into art. Each installation within the museum invited interaction and visually transformed emotions into dynamic digital art. The campaign not only reminded people of the inspiring power of scent, but made people feel again with Glade.
Execution
The Museum of Feelings was an immersive, interactive experience that allowed people to explore the connection between emotion and scent. The digital experience used technology and biometrics to evoke and display human emotion. Every inch was alive, data-driven and responsive. Its exterior, as well as a digital billboard directing to its location, used a custom algorithm to display the feelings of Manhattan like a giant mood ring. Inside, feelings were translated into LED lights, a massive kaleidoscope, rings of energy, tranquil clouds and the world’s first living selfie that changed to reflect emotion. The emotional selfie could also be experienced on desktop or mobile device through analysis of the user’s audio and motion input. Online, a Living Gallery aggregated them and data visualization tracked the emotional status of cities around the world. The Museum of Feelings allowed people to use technology to turn their invisible emotions into beautiful, sharable art.
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