The parallels between the biodiversity of the planet and its cultural diversity are very clear. Our ethno-diversity or our ethnosphere, must also be protected. We all come from the same source and together we are going through an amazing period of cultural evolution. Peoples with unique cultural identities need to be respected, cherished and protected. To secure the future of indigenous people and their rights, we need to share their story with the world.
The challenge was to help preserve the depleting wealth of indigenous cultures and isolated tribal communities on planet earth.
The objective was to create sharable content inviting the world to engage with and share the life's work of legendary photographer Jimmy Nelson, who has traveled to the farthest corners of the world, to document the diverse culture and communities of over 36 isolated indigenous tribes, over the last 30 years.
The campaign had to engage, activate and motivate millions to join the fight for the preservation of cultural identity across the world.
INTRODUCING THE BLINK TEST
TO FACE OFF WITH INDIGENOUS CULTURES.
A unique AR-Human interface built on the Facebook AR platform, challenging the viewer not to blink. Turn the Facebook camera on yourself to activate the interface with the last few tribes, switch to selfie mode and face off with the last few indigenous tribes, without blinking.
The average human eye blinks every 10-15 seconds. IF YOU BLINK, THE INTERACTIVE FILM STOPS PLAYING.
Warning us that if we blink, they’re gone and so will the world’s cultural diversity. The idea uses immersive technology to highlight the alarming depletion of indigenous cultures.
BLINK. AND THEY'RE GONE.