Fear of the unknown. That is what really scares us. Much like the protagonist who fears the masked vigilante in a horror movie who can predict their every move, people have started to fear algorithms.
Problem: Algorithms are the very foundation of the technological world and they are not as scary as they sound. We encounter algorithms are everywhere. They were created to personalize user experiences, to make their lives easier. The task at hand was to encourage people to attend the London College of Communication exhibition, the Our Algorithmic Lives
Idea: Algorithms are starting to taking control of all our decisions, manipulating our choices, what we buy, who we date and maybe eventually, even the college or jobs we choose. By educating ourselves about them, we can take back control of Our Algorithmic Lives.
Execution: Our Algorithmic Lives paved the way for a campaign inspired by famous horror movies like Blaire Witch Project and Paranormal Activities in which the protagonists were unaware that they are being watched. We chose control as the central message of the campaign and the intention was to make people realize that they were no longer in control of their lives. In order to take back control of their decisions, they needed to learn and understand algorithms and defeat the fear with awareness.