Pony – Don't be a dick (Wear your mask properly)
Don’t be a dick. Wear your mask properly.
Pony is a socially engaged artist based in Montreal whose designs are worn by fans all over the world.
To launch her new mask collection, Pony faced two main challenges: increased competition from other designers (one of her major competitors is located 300 metres down the street from her boutique) and overall “mask-awareness” fatigue.
In this context, how do you sell masks to people who are still not wearing them properly if they wear them at all?
The consumer insight
At this point in the pandemic, not wearing a mask is really just being a dick.
Our strategy
Make the consumer aware of their bad behaviour in a concrete and tangible way.
Technology
By repurposing SnapCam filter code and adding a layer of machine learning to our algorithm to improve the specific detection of noses and masks, we targeted people who weren’t wearing their masks properly.
