At AnalogFolk we talk about using digital
to make the analog world better.
Unilever and Marmite came
to us with the challenge of
digitally activating their
Gene Project campaign.
They worked with some leading scientists
and they actually discovered
that there's a Marmite gene.
They launched a TV ad to you know
announce that fact to the public
and they knew people's reaction
to that would be;
'How do I take the test myself?'
Taste Face is an innovative web sampling app
that uses facial recognition technology
to tell you whether you love it or hate it.
You literally eat Marmite
in front of the app
the facial recognition technology films you
and decides and spits back an answer which
is a percentage on a Love or Hate scale.
At the end of the experience they
were served a customisable reaction GIF
with their faces of delight or disgust.
You could use that GIF to then
share on your social channels
and just kind of announce your
Marmitey fate with the world.
We took the Microsoft Emotions API;
that records eight different sentiments
so we had to build an
algorithm on top of that
and convert it into a
scale of Love or Hate.
One of the key things
of why we use Microsoft
is  because we are not in the
business of creating from scratch
Machine Learning algorithms,
in this case facial recognition.
You need a whole division to do that.
The fact of knowing that Microsoft,
their investment and their focus
is on getting those mathematical equations
better, those technologies better,
the reality if we didn't have that, then
the answer of doing this project for us
with the client will have been a 'no'.
My experience has been that Microsoft care
regardless of the department
that they are part of.
Anyone that I talk to now I know
them by name and last name.
What they do is they quickly
get you to the right person
that can help you for that,
who also cares.
Being able to harness the latest
technologies from Microsoft
really does give us advantage as an agency.
It really is going to start to
bring our work to life
in ways that we probably couldn't
have brought it to life before.
With Taste Face we got Marmite samples
into 30,000 people's hands
within the first six weeks,
and half a million people have
played with Taste Face online.
It's a fantastic example to
show our other clients
how they can use innovative
technologies to drive business.
Personally, I've absolutely loved it.
Working with Taste Face and
being able to take that story
and grow it and make it as famous
for the client as it is for AnalogFolk,
has just been a total joy.