LIFE TRACKER is an exploration of targeted advertising. The project is a journey
20 years back in time, with an aim to highlight the change that has taken place in our society. Advertising has gone from mass media to targeted ads based on personal data, and I have asked myself—How would a campaign, for a product that offers to follow every step you take, that sees everything you do, and listens to everything you say— have been received, before the smartphone was such an indisputable part of our everyday life?
We live in a time when the mobile phone seems to know more about us as users and consumers than we do ourselves. It remembers where we have been, can figure out where we are going—and guides us there. However, despite the fact that our mobile phones seem to know every step we take, it is not something that is commonly taken for granted, there is still speculation about how we will be “tracked”. Are we tapped? A question to which a definitive answer cannot be found. And it’s definitely not used as a selling point when you buy your smartphone, instead it’s hidden in the fine print that you get as part of the deal.
I have created LIFE TRACKER—a product whose sole purpose is to track you in order to give you targeted advertising. By placing targeted advertising in a context of the past, I try to highlight its absurdity, and provide an opportunity to reflect on something that we today have had to accept.
Double Up Studio (3D)
Offgrid Studio (Music)
Simon Graf & Charlotta Andersson