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 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.

INTRODUCING THE BLINK TEST TO FACE OFF WITH INDIGENOUS CULTURES.

A unique AR-Human interface built on the Facebook AR platform challenging the viewer not to blink. Turn the FB camera on yourself to activate the interface with the last few tribes.

SWITCH TO SELFIE MODE ON YOUR FB CAMERA TO AUTOPLAY VIDEO.

The average human eye blinks every 10-15 seconds.

IF YOU BLINK, THE INTERACTIVE FILM STOPS PLAYING.

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

The idea uses immersive technology to highlight the alarming depletion of indigenous cultures.

THE IDEA IS TO CELEBRATE THE COURAGE OF THE LAST INDIGENOUS TRIBES, STANDING STILL, IN SPITE OF AN ENDANGERED FUTURE.

THE FILM IS A PHOTOGRAPHIC STUDY OF THE SPIRITUAL SIMILARITY AND CULTURAL DIFFERENCES BETWEEN 36 ISOLATED INDIGENOUS TRIBES.

Join the journey to save the last few Indigenous Tribes left on earth.

Target Audience : Global Facebook Audience with Mobile Phone App.

Distribution : Facebook, Instagram and DTH Channels.

The strategy was to harness the very thing that is dividing tribal communities and urban populace, transforming the interface of technology that threatens indigenous cultures into an eye opener for their preservation and protection.

A unique AR-Human interface was built on the Facebook AR platform, challenging the viewer not to blink. Turn the Facebook Mobile camera on yourself, switch to selfie mode and face off with the last few indigenous tribes, without blinking.

Blink. And they're gone.

The strategy of using an interactive mobile interface ensured that millions engaged with the campaign on their personal mobile phones and expressed their intent to join the fight for the preservation of cultural identity by clicking on the foundation website and contributing to the movement in real time.

http://www.jimmynelson.com

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.

THE MOBILE AR INTERFACE 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.

AR INTERFACE FLOW CHART :

1. CLICK ON FACEBOOK MOBILE CAMERA AR LINK / SCAN QR CODE.

2. TURN THE FACEBOOK CAMERA ON YOUR SELF.

SWITCH TO SELFIE MODE IN FB CAMERA / FB APP SETTINGS.

AND THE BLINK TEST VIDEO WILL AUTO PLAY.

3. ACTIVATE THE INDIGENOUS INTERFACE AND FACE OFF WITH THE LAST FEW TRIBES.

If you blink, the interactive film stops playing.

This unique AR mobile experience was optimised to use face-eye blink gesture recognition to play/pause the video hosted on video platforms.

Millions joined Jimmy Nelson's fight for the preservation of cultural identity.

Organic Reach > 45 Million on the Facebook Platform.

Blink Test Activation > 3.6 Million Views

Shares / Responses > 3.9 Million Individuals

AR INTERFACE FLOW CHART AS DETAILED IN ALL BLINK TEST POSTS :

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1. CLICK ON FACEBOOK MOBILE CAMERA AR LINK / SCAN QR CODE.

2. TURN THE FACEBOOK CAMERA ON YOUR SELF.

SWITCH TO SELFIE MODE IN FB CAMERA / FB APP SETTINGS.

AND THE BLINK TEST VIDEO WILL AUTO PLAY.

3. ACTIVATE THE INDIGENOUS INTERFACE AND FACE OFF WITH THE LAST FEW TRIBES.

If you blink, the interactive film stops playing.

Blink. And they're gone.

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