Task
Convince 10 million people to pay for NYT quality journalism on a monthly subscription basis.
Insight
Every human gives off micro expressions when they lie.
Idea
New York Times will deliver the United States most honest election to date.
How it works
We will build a fake detector, by using the latest AI and camera technology, we can decode micro-expressions in a couple of seconds and therefore tell the voters, which politician is lying to them and which is not.
The live stream will be available on the official website of NYT, under the topic "Honest election". We will have Paul Ekman (The man who discovered microexpressions and the world's foremost expert on the subject) and Joe Navarro (Former FBI agent and an expert in body language and micro-expressions) to be the experts of the live stream.
In the months up to the debates, we’ll run a series of outdoor posters.
An Instagram filter, which will recognise and decode microexpressions of candidates only, on any type of screen.
Art direction: Anastasia Pasechnik
Copywriter: Christian Aasberg