Recently, shoppers at Westfield Shopping Centre in Shepherd’s Bush, West London were given the chance to put their smartphones to a different use. While they watched on a giant digital screen, they could connect to a special URL to activate a feed machine which scattered apples and other feed to a group of free-range pigs at Collings Hanger Farm in nearby Buckinghamshire.
The feeding machine, which was created by members of the engineering department at London South Bank University, read information collected from the user’s smartphone’s accelerometer to determine where and how far to scatter the feed.
After feeding the pigs, a personalized message of thanks appeared on the screen along with a prompt asking others to make a donation to Compassion in World Farming.
The campaign, created by Elvis Communications, was a winner in Ocean Art of Outdoor competition, in which agencies and brands were invited to come up with ideas that pushed the creative boundaries of outdoor advertising.