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by the Algorithm

Publicis Conseil, France

If today's cultural choices are available everywhere, our cultural freedom is threatened. Algorithms are everywhere in our lives and guide our cultural choices, they decide what we read, watch, discover, like and buy.
To fight the power of algorithm recommendations in our cultural choices and keep culture free, Fnac, the iconic culture store in France, and Publicis Conseil developed a targeted campaign on digital and social that does the opposite of what targeted campaigns do. Based on real data profiles from publisher ad servers, we flipped around the algorithm recommendation mechanism to select and serve contents that people had only 2% chances to like, at the opposite of the traditional algorithm mechanism.