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Eye-tracking game / TIM / Ducati
#GuardaAvanti
Your gaze is part of the game.
For TIM and Ducati's #GuardaAvanti campaign, an eye-tracking totem brought driving distraction into an interactive video game. Participants could explore attention through their own gaze.
01 / THE CHALLENGE
Can you keep your eyes on the road?
02 / THE EXPERIENCE
A driving video runs in front of the participant while the totem tracks eye movement. The task of keeping a gaze on the road becomes something to experience directly. The interaction formed part of TIM and Ducati's wider awareness programme, including workshops for students in Italian secondary schools.
03 / DESIGN & TECHNOLOGY
The team combined eye tracking and interactive video in a physical totem. The interface connects a familiar warning with an action the participant can try: keeping attention on the road. It gives the campaign a practical encounter alongside its communication about smartphone use while driving.
04 / IMPACT
An awareness message people could put to the test.
The totem added a practical demonstration to TIM and Ducati's driving-awareness campaign. Participants could encounter its message through an activity built around their own gaze. The programme gained a reusable interactive tool for introducing the subject of attention, alongside its wider communications and workshops.
05 / YOUR NEXT EXPERIMENT
Turn a message about behaviour into an interaction people can try for themselves.
Discuss an experimentCREDITS & FURTHER READING
Team project for TIM / Ducati, with Connexia. #GuardaAvanti driving-awareness campaign. Interaction materials: original project archive.
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