Projects credited in
- Marmite TasteFaceChallenge “You either love it or hate it.” A phrase that’s been synonymous with Marmite since its creation. In 2017, the brand set out to discover the real reason why the sticky stuff has long divided the nation, and attract a younger generation of lovers. The answer was, surprisingly, science. In partnership with leading boffins, they discovered ‘The Marmite Gene’. It turns out your genetics determine whether you’re born a lover, or a hater. This ground-breaking news got lots of people talking about Marmite again, but our challenge was to get families up and down the country actually tasting it. Solution TasteFace. An innovative sampling web app that invites people to try Marmite, and uses facial recognition technology to analyse their reaction to it. TasteFace builds on the Microsoft Emotion API, that recognises facial expressions across a set of eight emotions; anger, contempt, disgust, fear, happiness, neutral, sadness and surprise. We built a bespoke algorithm to convert these eight emotions into a sliding scale of love and hate. The web app also recognises the complexity of emotion between your love and hate for Marmite, rating it from 0 to 100%. At the end of the experience, test-takers are prized with a customisable reaction GIF to share across their own social channels, announcing their Marmite-y fate. The experience also has multi-user functionality, and can be passed around a group to produce a combined shareable asset - ideal for families to enjoy. So while fun, TasteFace serves a real purpose, by cleverly encouraging trial, and in turn recruiting the next generation of lovers.2
Skills
- Advertising
- Art Direction
- Design
- Creative Direction