This Interactive Coke Ad in a Subway Station Winks and Smiles When You Do

Facial recognition meets bottlecap emojis

Headshot of Christopher Heine

Few tech trends have exploded as fast in recent years as facial recognition and emojis, and now Coca-Cola is bringing them together for an interactive billboard.

A digital ad housed in a Stockholm, Sweden, subway station lets passersby determine what emotions appear on the vertical, rectangular screen. In a nutshell, Coke's emojis mimic the consumers' facial expressions. 

The fun campaign uses a "Choose Happiness" tagline, an extension of Coke's multi-channel #MakeItHappy endeavor. Isobar Sweden is the ad agency behind the billboard, dubbing it "Coke-moji."

While facial-recognition software is probably going to be fairly commonplace in public spaces someday, right now, the technology certainly still has a "wow factor," and Coke's ad shows that the implications of facial recognition can go far beyond mobile and social. 

Check the video below, which Isobar put together after the execution was live:

@Chris_Heine Christopher Heine is a New York-based editor and writer.