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Dr. Clown Foundation begins Funny Face-off campaign

The Dr. Clown Foundation, a not-for-profit organization based in Montreal, has begun a promotion called the “Funny Face-off.” The group specializes in providing clown-based entertainment to hospitalized children and seniors. The digital promotion, developed by Cossette, includes an online video that uses facial recognition software to illustrate “the healing power of laughter.” The system was created in collaboration with Timecode Lab. It is being accompanied by online, newspaper and out-of-home advertising in Quebec, accompanied by social media activities and influencer relations. Public relations are being conducted by Citoyen.

“At hospitals, we’ve seen how much laughter and comfort the clowns provide,” said Richard Rochette-Villeneuve, creative director at Cossette. “Everyone likes them and they bring instant relief to sick children. For this type of organization, we often try to pull at people’s heartstrings and even make them cry. But in this case, we thought, why not focus on what the foundation is all about: happiness. The challenge was to make facial recognition work on mobile devices, from a web page rather than an app, while the user watches the video.”

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