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Creative in association withGear Seven
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Ubisoft and AKQA Reveal What Your Selfies Say About You
04/11/2016
Group745
Advertising Agency
New York, USA
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The innovative new campaign to promote Watch Dogs 2 highlights the risks of posting selfies online
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Every day millions of selfies are posted and shared, without a thought given to the risks they may pose. Advances in technology have turned every camera and every selfie into a data mine ripe for hackers to excavate.

Ubisoft‘s new hacker-themed video game called Watch Dogs 2, will unveil on Nov. 15th. Today, Ubisoft and AKQA launched the Watch Dogs 2: Selfie Reveal to help expose those hidden dangers. The Selfie Reveal allows viewers to upload pictures they've shared on social media to understand what data—such as their location—can be gleaned from their pics. The initiative, which is being led by AKQA, is being pushed by digital ads on Facebook, Twitter and other channels.

The Selfie Reveal is a first-of-its-kind digital experience that uses cutting edge technology to uncover the risks of seemingly innocent selfies by detecting the image content of your photo through multiple image analysis APIs, and then demonstrating how hackers, companies, or even the government could use the data to harm you. This platform can recognise your expressions, body language, location, and other objects in the photo that a proprietary algorithm uses to draw hypothetical conclusions that are displayed back to you. 

“All that is required for inclusion in a facial recognition database is a selfie,” said David Maynor, Creative Consultant on hacker tools, techniques, and culture for Watch Dogs 2. “Selfies could be thought of as taking your own mug shot in this regard. These pictures can be mined for behavior and lifestyle indicators over time. As a hypothetical example, can you imagine getting an email from your healthcare provider where they noticed you have gained weight by comparing a series of selfies over the last year and as a result your premiums are going up?”

In Watch Dogs 2, you’ll explore these relationships between entities and the tech revolution as Bay Area hacker, Marcus Holloway, and while the game is animated, the threats are real.

Credits
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