AI is this year’s biggest buzzword so it’s unsurprising that a campaign essentially inviting AI to the dinner table is a hit at Cannes. “The Subconscious Order,” a new feature from Saudi Arabian online food delivery app HungerStation, won the Grand Prix in Creative Commerce at the Cannes Lions International Festival of Creativity on Thursday.
HungerStation’s ‘The Subconscious Order’ wins Creative Commerce Grand Prix
Created with Wunderman Thompson Riyadh, the new tool is meant to eliminate food ordering paralysis. It uses eye-tracking analysis to make an ordering decision for a consumer by determining which food images resonate with consumers’ subconscious cravings. Orders are then delivered by a local HungerStation restaurant.
“Using computer vision to hack decision fatigue on a mobile device was a fantastic technical and design challenge,” said Jason Carmel, global lead, creative data at Wunderman Thompson, in a statement on Wunderman’s website, noting that the outcome also provides inspiration for HungerStation customers.
“The Subconscious Order” and its supporting “Find My Craving” campaign resulted in 2.5 million media impressions, 630,000 portal visits and 6,000 new customers per day, according to data delivered by Wunderman Thompson.
Four other campaigns won Gold Lions in the Creative Commerce category: “Lunchabuild This,” a campaign for Lunchables created by Goodby Silverstein & Partners; “Oreocodes,” a campaign for Oreo from VMLY&R Commerce; “NXT LVL,” a Bank of Montreal campaign created by FCB Toronto; and “Iceland Food Club,” an Iceland Foods campaign from Ketchum.