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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.
MediaStrategy
The digital experience used technology to evoke and display human emotion. Every of inch of the museum was alive, data-driven and responsive. Custom biometrics captured each visitor’s unique emotional journey and turned it into art. The exterior was powered by a custom algorithm that displayed the feelings of New York City like a giant mood ring. Inside, emotions were translated into LED lights, a massive kaleidoscope, rings of energy, tranquil clouds and the world’s first living selfie that changed color to reflect the user’s mood. This dynamic, emotional selfie could also be experienced at home or on a mobile device through analysis of the user’s audio or motion input.
Outcome
Based on the data pulled from real-time sources, the exterior of the museum morphed in color each hour, displaying New York City's current mood. Onsite and online 44M MoodLens selfies were created uniquely based on users' location and personal input data.
Relevancy
The Museum of Feelings was an immersive, interactive experience that allowed people to explore the connection between emotion and scent. The museum’s exterior used a custom algorithm that interpreted real-time weather, social media and stock data to display the feelings of Manhattan like a giant mood ring. Inside, visitors snapped a selfie and were given their very own one-of-a-kind photo based on an analysis of their movements, voice or biometrics. Data visualization onsite and online tracked the emotional status of cities around the world. The Museum of Feelings used technology, data and scent to reconnect people back with their emotions.
Strategy
To display the link between scent and emotion, we used several sources of geo-focused real-time data. Location-based weather conditions, such as temperature, humidity and wind speed were aggregated. Index and stock value ranges were pulled from the New York Stock Exchange. Keyword search sentiment was sourced from Twitter. The resulting data mix was assigned to one of eight key emotions. For the Museum’s exterior, a color was assigned to the building each hour, while users creating unique MoodLens selfies had their photos manipulated based on these inputs. For example, if it was snowing in New York City, and the stock index was positive while people were tweeting positive sentiments, the output would be a joyful green color.
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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