Insight: If you're not paying for the product, you are the product.
This is a digital-out-of-home campaign with a social media integration. The campaign hinges on the above insight, turning the reflection or phone image of the viewer into an advertisement.
When someone looks into the mirror or into their front camera for a few seconds, they are met with a real-time view of how much money their attention is generating.
Created in partnership with Flavio Arnizant de Zorzi.