On Wednesday, December 6, the winners of The Drum Out of Home Awards were announced. The Drum Awards is a global advertising competition organized by The Drum, a “leading global publisher for the marketing and media industries”. The AI Anxiety Meter, a digital OOH ad created by Croatia Osiguranje Company together with Bruketa&Žinić&Grey Agency and Go2Digital Company has won in two categories – Most Effective Use of Data and Interactive.
To recap, the Anxiety Meter is an AI-powered, interactive OOH ad gauging the anxiety level of passers-by. The aim of the Anxiety Meter was to raise awareness about the importance of care for mental health given the surge of mental health issues in the aftermath of COVID-19 and the earthquakes. Passers-by would stand in front of the ad, and give their consent by waiting 5 seconds for the application to begin screening their face. The most stressed respondents were referred to a free preventive check-up at Croatia Polyclinic in Zagreb.
This is the 13th award for the AI Anxiety Meter this year. It was pronounced the best digital OOH ad in Europe in the MIXX Awards Europe competition and awarded with gold and silver in two categories; it was the Cannes Lions finalist in Creative Data category, and was given a Gold Graphis Award last month. The AI Anxiety Meter was also a finalist in Cresta Awards competition, which is considered as a global benchmark of creative standards, and in Epica Awards competition, judged by journalists.
The AI Anxiety Meter was covered by over 300 media outlets worldwide, including Insider, Associated Press, CBS, Market Watch, as well as the organizations such as Merrill – a Bank of America Company and the psychiatric association Washington Psychiatric Society. Contagious, a prestigious advertising magazine, included the AI Anxiety Meter among the world’s best creative.