| Philosophie | With scientific studies showing that even brief diversions from a task can dramatically improve ability to focus, and more than ever people are turning to social media to break up their day. Instagram is particularly popular, especially with Gen Z, with 63% of users scrolling through their feed at least once a day. Introducing the Blink Break, a fun distraction from the mundane every day that gives people the chance to have a break from what they’re doing and go head-to-head in an AI-powered staring contest. Built by integrated marketing agency Wunderman Thompson and using MediaPipe’s cutting-edge Face Mesh technology, the online game is enabled with a single camera input that uses machine learning to recognise a face and detect blinking, returning results literally within the blink of an eye. Participants face off against progressively more absurd animals the further through the game they get, from a lemur to a snowy owl. With a pause in the action between each level, those who play are also encouraged to compete against each other and share their results using #blinkchallenge. Developed by Wunderman Thompson’s UK and Seattle offices, the interactive game will launch across KitKat’s global Instagram channel on 30th May, with posts coinciding with the infamous mid-afternoon slump when people are most in need of a light-hearted distraction. |
