BOSCH Meme Generator
Robert Bosch GmbH
Like a Bosch
With the launch of the large-scale "Like a Bosch" campaign at the CES in Las Vegas, Jung von Matt linked the Bosch brand with the topic of IoT and home automation in a refreshing way. For the trade fair appearance, the focus was therefore on innovative technology, used with a wink.
The centerpiece of the global brand campaign was a music video in which protagonist Sean can control his entire life - and the connected Bosch products - with his smartphone, making him cool and in control at all times.
Based on this viral hit (eight-digit click figures in a very short time), we created the Bosch Meme Generator; an interactive AR exhibit that beamed the enthusiastic trade fair visitors into the world of IoT.
Playfully and with a good pinch of tongue-in-cheek, the users were given the advantages of home automation. In four different virtual 3D scenes, visitors could experiment with newly acquired IoT superpowers and then share the amazing results.
For example, users in AR suddenly had X-ray vision to easily check the supplies in the fridge or they could shoot flames out of their hands to grill the roast in the oven until it was crispy.
These animations were controlled entirely by the users' gestures and facial expressions, who were amused by their reflection in the mirror.
If users folded their arms over their heads while making themselves comfortable on the garden lounger, this pose prompted Bosch's smart Indego lawnmower in the AR to approach with a cool refreshment.
In another scene, if you opened your mouth so wide that a colorful rainbow stream of countless sweets poured out of it, BOSCH's Roxxter thoroughly swept it off the floor - fully automatically, of course - down to the last colorful pearl.
The scenes created by the enthusiastic trade fair visitors could also be recorded live. Those who were satisfied with their very own Bosch meme were given a personalized link to share their unique experience with the world.
A second screen on the back of the exhibit also showed a random selection of various Bosch memes that had already been recorded, attracting more and more curious visitors.
Perhaps the biggest technical challenge for us with the Meme Generator was the clean cropping of the users in real time AND without classic color keying.
We achieved the impressive result through an optimally coordinated combination of depth image information from the 3D camera and intelligent edge detection. This allowed our software to optimally differentiate between acting users and the background - without any green screen at all.
Service: Technical Planning & Conception, Development
Client: Robert Bosch GmbH
Agency: Jung von Matt
Exhibit: ICT AG
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