The parallels between the biodiversity of the planet and its cultural diversity are very clear. Our ethnodiversity, our ethnosphere, must also be protected. Peoples with unique cultural identities need to be respected, cherished and protected. To secure the future of indigenous people and their rights, we need to share their story with the world.

The challenge was to help preserve the depleting wealth of indigenous cultures and isolated tribal communities on planet earth.

The objective was to create sharable content inviting the world to engage with and share the life's work of legendary photographer Jimmy Nelson, who has traveled to the farthest corners of the world, to document the diverse culture and communities of over 36 isolated indigenous tribes, over the last 30 years.

The campaign had to engage, activate and motivate millions to join the fight for the preservation of cultural identity across the world.

A unique AR-Human interface designed on the Facebook AR platform challenging the viewer not to blink. Switch to selfie mode on your facebook camera and take the Blink Test live on your mobile phone. The average human eye blinks every 10-15 seconds.

IF YOU BLINK, THE INTERACTIVE FILM STOPS PLAYING.

Dramatizing the effect that the last few indigenous cultures will be lost forever in a blink.

Warning us that if we blink, they’re gone and so will the world’s cultural diversity.

This unique AR experience design was optimised to use face-eye blink gesture recognition to play/pause the video hosted on video platforms and activated using the facebook camera.

Key features developed: AR, Face recognition, Eye blink gesture recognition, and video player integration.

THE INTERFACE DESIGN CELEBRATES THE COURAGE OF THE LAST FEW INDIGENOUS TRIBES STANDING STILL, IN SPITE OF AN ENDANGERED FUTURE, USING OVER 2000 INDIGENOUS PHOTOGRAPHS CURATED INTO CINEMAGRAPHS.