NEW YORK TIMES - HONEST ELECTION

Category

Integrated

Task

Convince 10 million people to pay for NYT quality journalism on a monthly subscription basis.

Task

Insight

Every human gives off micro expressions when they lie.

Idea

New York Times will deliver the United States most honest election to date.

Showcase feature of the great spectrum of facial expressions of AR emojis on Samsung Galaxy.

Insight

How it works

There are situations in life everyone can relate to.

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.

Execution

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.

We created a short video series with 4 different life situations. The campaign featured globally,  that's why we were not able to ask actors to use any language. My partner and I were involved in the conception, research, visual presentation, writing, and we also worked on the casting and production decisions.

Results

These videos were featured on the official Disney Instagram Channel.

The campaign received around 100 000 views.

In the months up to the debates, we’ll run a series of outdoor posters.

Print

An Instagram filter, which will recognise and decode microexpressions of candidates only, on any type of screen. 

Art direction: Anastasia Pasechnik

Copywriter: Christian Aasberg