Clever thinking. Beautifully executed.

Using smiles and sunshine to customise your holiday

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What we did



There’s no doubt that technology is changing the way all of us make purchase decisions about everything from the weekly food shop to booking a holiday. And Millennials more than any other group are constantly connected. There are now more Millennials than Baby Boomers and they represent a large proportion of potential first time visitors to Hawaii. 

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Smile for the camera

The result is Discover Your Aloha

The stunning ‘Discover Your Aloha’ microsite features video content of the land, sea and sky showcasing the beauty and spirit of Hawaii. Once the viewer gives permission the video plays and our custom-built facial recognition software reads the viewer’s physical reactions to the content, for example a smile or a frown will change the outcome.  

The results identify which footage brought out the most positive reaction and pairs viewers with their Aloha – an animal guide.

The animal guide is either an 'Iwa (Bird): Hawaii’s all-knowing guide; He‘e (Octopus): Hawaii’s loving spirit or Pua‘a (Pig): Hawaii’s bold adventurer. 

Viewers then have the opportunity to book a personalized holiday featuring the locations and activities they reacted positively to in the video.

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Connecting creativity and technology

By creating a magical, immersive experience for viewers we brought the real life experience of a holiday in Hawaii to life and assisted in people’s decision-making and purchase process. 

As part of the project we: 

-    Provided user focused UX
-    Created the overall design theme
-    Designed bespoke illustrations
-    Wrote long form on-page copy
-    Built the facial recognition software
-    Carried out test planning and QA 

We also created four location specific sites, one each for the US, Canada, Australia and Japan. 


How it works

By building upon an open-source library, leveraging research from the University of Changchun, the user's webcam is used to identify 76 ‘landmarks’ on the human-face (such as the edge of the mouth, the tip of the nose) and build a simple 3D skeleton of their eyes, nose, mouth and jaw. 

In real-time, the captured model is then compared against an ‘emotion model’ - built from an average of over 3,700 images of human faces - to gauge emotions based on the user’s facial expressions.
Many people will already be familiar with this sort of face tracking and modelling, from the likes of Snapchat and face-swapping applications. It is only with recent improvements in browser processing power and functionality that this type of operation has become possible in a web page without the user needing to download any plugins or additional software.

We couldn’t agree more that innovative technology can tap into new audiences and reach new potential visitors.  



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