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On 17, Feb 2014 | No Comments | In | By synergyseeker

Mitsubishi Unpretentious

Who are your most pretentious friends? This Facebook App developed for Tool of North America and Mitsubishi, answers that question. Winner of Creativity’s Pick of the Day.

Watch the Launch Video

Watch the Behind the Scenes Video

Once your top 5 are picked you get to smash up their Facebook pictures with the new Mitsubishi Outlander.With amazing in depth analytics, we were able to determine your closest friends and then rank them on various scores of “pretentiousness”.

“We had done video motion tracking in the past using Flash, but always using single objects, mostly rectangles or simple geometric shapes. I had never attempted to actually track shards flying and multiple pieces. I was sure it will kill the CPU and grind to a halt. I came up with some nice tricks along the way to make it happen.” – Richard Mattka

We worked very hard to create a seamless experience merging facebook content and commercial video footage, placing images in the video, and smashing them to pieces. Combining dynamic content, video, flying shards, facebook analysis and sharing turned this into a very cool project, bringing together some of the most cutting edge tech so far used in Facebook app.

“Here’s an app for anyone who’s daydreamed about mowing down annoying Facebook friends with large, fast-moving vehicles. “Mitsubishi Unpretentious” analyzes content from your friends’ Facebook pages to determine your most pretentious friend—and then runs him or her over with a speeding 2013 Outlander Sport. Even though it was just his photo, it was shocking to see a vaguely remembered high-school friend get blown to smithereens in the middle of a desert. (It was also weird that the app thought a note about his daughter’s water-polo game was pretentious, when it was actually sort of sweet.) Still, while the algorithm is not infallible, it’s also not always wrong. After destroying Tony, it offered me five more friends I might want to run over—and one of them, I have to say, was spot on. William Gelner, executive creative director at 180LA, explains the campaign’s impetus: “For many, social media has become a way to brag or show off. From posting images of expensive meals or wine they’ve had to exotic vacations they’re on, this is an epidemic, and it’s running rampant. This is weird, considering the economic climate we’re in. Mitsubishi, a car with great design but at a more down-to-earth price, felt compelled to make a statement in-line with their brand ethos.” And waste some people in the process. Check out the TV spot from the campaign, and credits for the Facebook app, after the jump.” – AdWeek