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Brief Published: 22 May 2015

Interactive Billboard with Gender Recognition

Traditionally, beer consumption is ascribed to men. But German beer brand Astra – a subsidiary of Danish brewing company Carlsberg – tasked Hamburg-based creative agency Philipp und Keuntje with addressing the female demographic. Taking the challenge quite literally, the result was an interactive digital billboard in Astra's hometown of Hamburg that speaks to women – exclusively.

Equipped with a camera and the latest in gender-detection software, the billboard can tell women's faces apart from men's and address them directly. The system is stocked with 70 pre-recorded video messages, which allows the content to somewhat adapt to a variety of situations, such as whether it picks up on a woman on her own, or a larger group of female friends.

Meanwhile, male company is shooed away; and as the legal drinking age for non-spirit alcoholic beverages in Germany is 16, the system also employs age-recognition software to tell under-aged passers-by to "jog on".

This application uses the kind of smart targeting tech that we also examine in Measuring Success in Social Media and Reactive Retail: Dynamic Data Builds Brand Traction. For more on innovations in out-of-home advertising, see Reimagining Out-of-Home Advertising.